Intel, the dullest of processor manufacturers, has hired will.i.am as director of creative innovation. As celebrity endorsements go that takes some beating.

Actually will.i.am, despite having a really stupid name, is one of the most technology savvy celebrities out there. He's done a deal with RIM to hawk two blinged-up Blackberries, and sell his apps on the platform. Last year was a star turn at Salesforce.com, where he raved about how the cloud was the future, although Sleuth suspects that he may have been faking his enthusiasm for customer relationship management systems.

"Nearly everything I do involves processors and computers, and when I see an Intel chip I think of all the creative minds involved that help to amplify my own creativity," said will.i.am.

"Teaming up with the scientists, researchers and computer programmers at Intel to collaborate and co-develop new ways to communicate, create, inform and entertain is going to be amazing."

Now he's a director at Intel, and quite what he'll be doing there is another question, Intel was depressingly vague.

"Our partnership with will.i.am is a prime example of how we want to convey and deliver the Intel experience," said Deborah Conrad, Intel's chief marketing officer.

"It's imperative that Intel and our innovations are kept in front of the global youth culture that embraces new devices and new forms of communication and entertainment."

Many celebrities will happily lend their image to sell technology. Jane Lynch, star of 40 Year Old Virgin and Glee, appeared at LG's press conference at CES this year with a truly cringeworthy video for example.

Lady Gaga too is a regular at such money-making opportunities. Last year she swanked around CES shilling for Polaroid and Monster Cables (cabling, something she looks so interested in). This year Polaroid paid enough for her undivided attention and she launched a range of pocket sized printers for the company.

But rather than just taking a cheque and appearing on stage occasionally it appears will.i.am actually wants a hands-on role at Intel. He's set up an application development company called will.i.apps (this reads more and more like an Onion piece) and wants to sit down with Intel staff and develop new products.

Sleuth has been hanging out with Intel for the last 20 years and the chances of someone like will.i.am making anything like an impression on the corporate culture is about as likely as Paul Otellini replacing Jerry Garcia as frontman for the Grateful Dead.

26 Jan 2011