広告業界は、突拍子もないレベルに達しているのかもしれない。

テクノロジー業界の巨人インテル社が、ユニフォームの外側ではなく内側のブランディング広告に3400万ドル(約34億円)支払った。

intel barcelona

この決定の背景には広告的なロジックがある。

常に、フットボール選手がゴールを祝う時に彼らのシャツを上げるのを見たことがあるだろう。それは、FCバルセロナの5800万ファンが、インテル・ロゴを見る時である。

FCバルセロナにも「インテル入ってる(Intel Inside)」。

インテル社によれば、シャツの内部で広告したのは初めてのことだという。

とてもクールな広告で、おもしろい。しかし同時に、どれだけの広告効果があるだろうか。

[English]

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  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: The team of Japan comes together prior to the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Thomas Vermaelen of Belgium challenges Keisuke Honda of Japan during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Maya Yoshida of Japan (R) defends against Kevin Miralles of Belgium (L) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Kevin Miralles of Belgium celebrates the first goal during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Eij Kawashima of Japan looks dejected after the first goal of Belgium during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Hotaru Yamaguchi of Japan (R) challenges Eden Hazard of Belgium (L) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Maya Yoshida and Makoto Hasebe of Japan challenge Moussa Dembele of Belgium during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Gotoku Sakai of Japan runs with the ball during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Eiji Kawashima of Japan saves a ball against Kevin Miralles of Belgiumduring the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Yoichiro Kakitani of Japan (2nd L) scores the first goal against Toby Alderweireld of Belgium (L) and Daniel van Buyten of Belgium (R) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Yoichiro Kakitani of Japan (2nd L) scores the first goal againts Toby Alderweireld of Belgium (L), Daniel van Buyten (2nd R) and Simon Mignolet of Belgium (R) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Makoto Hasebe and Hiroki Sakai of Japan celebrate the first goal during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Masato Morishige of Japan runs with the ball during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Maya Yoshida of Japan challenges Moussa Dembele of Belgium during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Keisuke Honda of Japan celebrates the second goal with Shinji Okazaki during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Keisuke Honda of Japan celebrates the second goal with Shinji Okazaki (C) and Makoto Hasebe of Japan (R) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Keisuke Honda of Japan celebrates the second goal with Shinji Okazaki (C), Makoto Hasebe of Japan (2nd R) and Yoichiro Kakitani (R) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Marouane Fellani of Belgium follows Shinji Kagawa of Japan during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Shinji Okazaki of Japan runs with the ball during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Shinji Okazaki of Japan scores the third goal against Thomas Vermaelen of Belgium during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Shinji Okazaki of Japan (R) celebrates the second goal qith Makoto Hasebe of Japan (L) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Shinji Kagawa of Japan runs with the ball during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Hajime Hosogai of Japan (R) challenges Marouane Fellani of Belgium (L) during the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Keisuke Honda and Eiji Kawashima of Japan celebrate after the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. The match between Belgium and Japan ended 2-3. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: The team of Japan celebrates after winning the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. The match between Belgium and Japan ended 2-3. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: (L-R) Eiji Kawashima and Makoto Hasebe of Japan celebratre after the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. The match between Belgium and Japan ended 2-3. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: Shinji Kagawa of Japan (R) is congratulated after winning the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. The match between Belgium and Japan ended 2-3. (Photo by Christof Koepsel/Getty Images)

  • Belgium v Japan - International Friendly

    BRUSSELS, BELGIUM - NOVEMBER 19: The video screen shows the result of the international friendly match between Belgium and Japan at King Badouin stadium on November 19, 2013 in Brussels, Belgium. The match between Belgium and Japan ended 2-3. (Photo by Christof Koepsel/Getty Images)