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Posts Tagged ‘Craig Jelniker’

Dell, Y&R New York Show Brothers Can Get Along with Proper Technology

What would it look like if J.K. Rowling was sleepy and directed a Dell commercial? That’s mostly a compliment for “Brothers,” a cutesy spot that doesn’t draw attention to itself, but could’ve done so a little more, considering it’s going to run during the Olympics. With whimsical storytelling and a few colorful scenes, there’s enough material to hold your attention for the time being.

The story focuses on two brothers, the Kavanaughs, who have a strong connection, even as children. They grow up to start a business together, Kavanaugh & Kavanaugh, not to be confused with Kavanagh & Kavanagh, a real law firm in Millville, NJ, I found on Google after watching. The Kavanaugh brothers, who have never been separated, know that they must for their business to succeed. So, one brother heads to Asia to globalize the company. How do they do this? With Dell products and with tablets that aren’t affected by blackouts. There’s a good story here, and I must give credit for the lack of overbearing product placement, but this spot could use a bit more verve. Credits after the jump.

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Y&R, VML Unveil New ‘Beginnings’ for Dell

Tonight, Y&R is launching a new multimedia campaign for Dell called “Beginnings” that “celebrates the reawakening of the entrepreneurial spirit upon which the company was founded.” The campaign, created in conjunction with WPP sibling VML along with Dell, will include broadcast, digital, OOH and print work and is the first major effort for the brand since it officially went private a couple of months ago.

“Beginnings” is an homage to the “modest starts of some of Dell’s most notable corporate customers,” including Whole Foods, Under Armour, Skype, TripAdvisor, and Shutterfly. The campaign kicks off tonight with a TV spot celebrating the dreamers who recognize that innovation starts with new ideas. Set to a cover of “This Magic Moment” by The Felice Brothers, the ad goes through the humble beginnings of these and other successful corporate customers before likening them to Dell’s own humble beginnings, in a dorm room in 1984. The spot’s unfettered optimism seems appropriate for the start of a new year, and it only makes sense for the company to look back at its history, given its recent leveraged buyout.

The full 60 second ad will be followed by both the full version and a 30 second abridged version airing across broadcast and cable networks for the next several weeks, including during the 2014 Winter Olympics in February.

The television campaign will be accompanied by “high-impact digital and OOH billboards…in Times Square, with the TV spot and banners viewable on Taxi TV in cabs throughout the city.” There will also be a “mix of traditional and digital billboards” at the Austin-Bergstrom International Airport in Austin, Texas. Credits after the jump. Read more

Dell Ups its Game, Brings a Graphic Novel to Life

From Dell’s lead agency Y&R NY comes this enchanting new TV spot that tells the story of a cubicle slave named Thomas and his aspirations to be something more.

Obviously, 2013 finds Dell in quite a different spot than they were in a decade ago. While “Dude, You’re Getting a Dell” was seen as a major success in convincing parents worldwide that their college-bound spawn actually needed a computer, the company is now the butt of tech jokes. In fact, consider this headline from last week’s edition of The Onion: “Dell Acquired By Gateway 2000 In Merger Of 2 Biggest Names In Computer Technology.” Yes, Michael Dell‘s buyout of the company is seen to be as relevant as Gateway 2000. Ouch.

Dell has been relying big on Y&R, especially after parting ways with Sid Lee and Arnold in January. With spots like “Thomas: Creator of an Alternate Universe,” Y&R proves that Dell made a wise move consolidating their commercial work with one agency. Not only do we get some great visuals, but we actually see the Dell XPS laptop in action, looking (to be honest) surprisingly forward-thinking for a company that my generation sees as playing catch-up for the last few years. Add to great advertising some bold business moves, and Dell could yet find the pathway to long-term profitability. Credits and a behind-the-scenes clip after the jump.

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Warning: ‘It’s Bo Time’ at Bojangles

Never heard of Bojangles’? Don’t be too surprised. According to their website, Bonjangles’ are only located in these states (and Honduras, for some reason). They’re like Chick-Fil-A or Popeye’s, but only located in SEC country where people talk in a drawl and most folks subsist on a diet of exclusively chicken and biscuits. It’s a strange place, the south, so their televisions ads must seem as odd to those in the godless north as the idea of wearing a button down Confederate flag shirt to a fancy restaurant. It would seem, for example, that Kentucky is apparently too forward thinking for a Bojangles’ franchise.

It would make sense in this case that “It’s Bo Time” is Bojangles’ slogan, after “Ain’t no party like a Bojangles’ party” proved to be a bit of a mouthful (kidding). In the spot from production company HELLO!, LA titled “Coach,” the high school (or college) football coach in question truly deserves some sort of award for his acting chops. When his players pour a bucket of hot chicken grease on his back, wow does he look surprised!

Residents of the southern United States, this is how stupid a production company from LA thinks you are. This is how stupid BooneOakley, NC thinks you are. This is how stupid a fast food restaurant thinks you are. They think you’ll find this crap hilarious. You know what? Yankees assume you’ll laugh at this, too. This whole campaign is a sad mess of condescension being vomited out in your face with a side of gravy.

Two more spots and credits after the jump, including one ad that offers a quarter gallon of iced tea for 99 cents.

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