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.Creative Credits
Y&R NEW YORK (TV, PRINT, DIGITAL AND OOH)
Jim Elliott, CCO
Jim Radosevic, EVP/Global Creative Director
Fern Cohen, CD/Art Director
Margot Owett, CD/Copywriter
Letitia Jacobs, Executive Director of Content Production
Craig Jelniker, Executive Producer
Joe Rivas, EVP, Global Client Leader
Lara Griggs, Global Account Managing Director
Danielle Honrath, Account Director
Laura Frank, Strategy Director
VML (PRINT, DIGITAL AND OOH):
Mike Wente, Executive Creative Director
Hunter Eshelman, Group Creative Director
Jessica Frenchman, Senior Copywriter
Sam Hendricks, Senior Art Director
Justin Horowitz, Senior Designer
Lucy Sole, Designer
Production Company: Anonymous Content — Tomas Jonsgarden, Director
Editorial: Work Post
VFX/On-Line/Color: MPC (NY & London)
Music: Felice Brothers
Audio Post: Heard City
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