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 worked in New York, London, Amsterdam, Copenhagen and Stockholm.