Intel tries to make online security fun with commercial full of Internet stars

Intel is tapping some of the Internet's biggest talents to make the case for its new online security product.

The tech giant's latest commercial is a montage of viral YouTube moments and quirky digital artistry, set to an original song by Rob Cantor, a singer-songwriter best known for online hits like "Shia LeBeouf" and "29 Celebrity Impressions."

Cantor stares into the camera and sings in his deadpan, over-enunciating style about how "the things that make you weird make you wonderful too" over Internet-famous clips of things like goats in pajamas, daring pogo stick feats and stop-motion Vines of fruit.

In all, the video includes 40 YouTube stars, artists and other well-known figures from across the web.

The goal of the video is to promote Intel's True Key password manager, which uses facial and fingerprint recognition technology, in an entertaining way without the usual technical esoterica that comes along with explaining online security products.   

"We figured out we needed to talk about biometric, multi-factor authentication in a way that wasn't super confusing or scary for people or too tech-y and boring," said Maeghan Smulders, who handles creative and strategic marketing for True Key.

The campaign is aimed at young, tech-savvy people who have to juggle a lot of passwords between social media channels, email and other online accounts.

"We knew that people who were going to struggle with passwords were people who were heavily invested online," Smulders said "So our target is people with a rich digital life."

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