Qualcomm inside? Smartphone chip giant joins Intel in using TV ads

Smartphone and tablet chip giant Qualcomm is set to join PC chip maker Intel by taking the unusual step of using television advertising to promote its processors.

Reuters reports the advertisements will highlight the company’s Snapdragon processors, which power a number of leading smartphones including the Australian version of the recently-launched Samsung Galaxy S4.

“We’re trying to build an emotional bond with our customers,” chief marketing officer Anand Chandrasekher says.

The campaign will begin with national TV ads in the US and be replicated in a number of other countries, although it is currently unclear whether the ads will air in Australia.

Processor makers have generally been reluctant to advertise their products, with device manufacturers fearing it would distract consumers from completed products.

The notable exception being Intel’s highly successful “Intel Inside campaign”, which was originally rolled out by the PC chip maker and Qualcomm rival during the 1990s.

“It’s not our intention to compete with our customers’ or partners’ brands. … Our brand should be accretive to big brands, not dilutive,” Chandrasekher says.