Big Companies Are Creating More of Their Ads In-House

Advertisers are looking to move faster and spend less on producing ads, as they jostle to get in front of consumers who are spending more time online

Last July, Intel Corp. set out to film polar bears in the Arctic with a chartered ship and a skeleton crew of around 13 people, including internal creative directors, producers and drone specialists.

The crew, on a mission to make a video promoting the role of Intel’s drone technology in climate research, dealt with stormy seas and a dwindling food supply—the team chipped away at a smoked reindeer leg and noshed on Ritz crackers and lettuce when the four-day trip turned into a six-day one, an Intel spokeswoman says.

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