Nothing wrong with the execution of the new Dell ads from Young & Rubicam, in fact it looks quite good. It's just that it reminds me of the AT&T you will (at&t 2, at&t 3) so much because this has in fact been the default way of explaining high-tech computery doo-dah magic for almost twenty years. This is your standard corporate ID spot. Dell does it, IBM does it, even dead telco's do it.

Directed by Filip Tellander of B-reel, the campaign features a 60-second filmic spot titled “Anthem,” with four :15 spots edited out: “Healthcare,” “Financial Services,” “Small Business,” and “Museum.” That's also standard by the way, make one long spot you can chop up into sushi pieces. Chop chop!

Client: Dell Inc.
Executive Director, Global Brand: Mary Ellen Dugan
Strategist, Global Brand: Ann Lott
Strategist, Global: Tamara Hernandez

Agency: Young & Rubicam
Global Creative Director: Jim Othmer
Creative Director/Art: Aaron Smith
Senior Producer: Sherri Hollander
Account Director: Kara Travia
Account Executive: Chris Ferrante
Content Production Business Affairs: Debra Horvath
Content Producer/Print: Veronica Reo
Music Producer: Jessica Dierauer & Rachel Rauch

Production Company: B-Reel
Founding Partner/EVP: Pelle Nilsson
Executive Producer: Susan Rued Anderson
Director: Filip Tellander
Producer: Lawrence Lewis

Content Producer: Veronica Reo
Photographer: Mike Piscitelli
Photographer’s Producer: Lilas Hahn
Photo Assistant: Ross Morrision

Executive Creative Director: Mike Wente
Post Production Supervisor: Steve Stone

Editor: Spot Welders
Editor: Brad Waskewich
Producer: Amanda Slamin

Production Service Company: Circle Productions
Executive Producer: Tom Murray
Production Manager: Mike Gill

Director: Filip Tellander
Executive Producer: Susan Rued Anderson
Head of Production: James Okumura
Producer: Lawrence Lewis
Production Manager: Mike Gill
Production Coordinator: Neil MacDonald
1st A.D.: Gareth Moses
Director of Photography: Mattias Montero
Production Designer: Bill Leblanc


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.