[whye]

What I don't understand is why Intel didn't use the real Ajay in their ads. Here's someone who they are supposedly honoring as a rock star, and yet when it comes to the ads, instead of using him, they hire an actor. How big of an Intel star can you be, if you aren't good enough to appear on TV?

[lunchbox]

From a NYT article on Intel:

The real inventors are not in the ads; they are played by actors. Mr. Bell said he wanted to ensure the commercials were humorous, and avoid arguments with Intel employees over which should be featured.

"When you are required politically to cast certain people and get everyone involved, you tend to get this watered-down, feel-good campaign that works really well internally and makes the company itself feel good," but does not appeal to consumers, he said.

http://www.nytimes.com/2009/05/06/business/media/06adco.html

[chaosprophet]

That argument does not really hold much water. The fact remains that you are portraying the same person, so these arguments which Intel wanted to avoid would still come up. Considering that, they should just have gone with the real guy.

[Andys]

Its an advertisement, a lower grade of information than even a puff piece or glossy brochure.

For TV advertisements, you need people who can act. Engineers aren't actors. Save the real engineers for informational pieces like this interview.

[pbhjpbhj]

Most people are able to act as themselves quite competently! For a TV ad featuring a person as themself the requirements are that you are that person ...

[Legion]

Unless you're under the impression that Ajay really does strut around Intel to the sound of screaming girls, "acting as themselves" wouldn't really be what they'd need to do in the commercial.

[alabut]

Fine, I'll say it if no one else will - the actor portraying Ajay looks funny and acts hilariously pompous, even in such a short ad.

"A decade ago, he would have been reduced to caricature" and the same thing happened now, so who knows whether the real Ajay would've been cool with it or able to pull it off. Consider all the wooden ads by sports stars that come off as stiff and rely on the recognition factor only.

[pmorici]

The real Ajay's time is likely a lot more valuable than some random actor who does commercials. I other words he is probably too valuable to appear on TV. Think about it when it is all said and done the guy would have had to take at least a week away from his normal responsibilities when you include travel, filming time etc...

Only B list celebrities play themselves on TV.

[chrisbolt]

I other words he is probably too valuable to appear on TV.

Then what is he doing on Conan?

[pmorici]

Conan interviews real people, an actor wouldn't cut it.

[tptacek]

How much money do you think an Intel Fellow makes over the course of their career? There are 46 of them. I'm guessing Ajay's just fine with how this played out.

[whye]

Yes, I'm sure he's doing quite well, although I don't think it's a given that he measures his success by the size of his paycheck.

As far as a positive portrayal of an engineer -- I think it kind of undercuts the message to have an actor take his place in the commercial.

[ShabbyDoo]

Yeah. You'd think that a day spent shooting a commercial wouldn't be a horrible inconvenience given the value. After all, CEOs often put themselves in front of the camera. Perhaps the real Ajay wasn't deemed nerdy enough?

[dtap]

My dad works for Intel and can vouch for his rock star status. Intel makes money by selling chips and standardization makes adoption go through the roof. They have bankrolled many things, to then open them to all (USB, moblin, WiMAX).

USB certainly was a huge step and made them a lot of money, much of which Ajay is responsible for. This makes him a rock star.

[prat]

Maybe Ajay didn't want the spotlight - so what they did was the next best honor by atleast using his real name.