"Magic can transform a frog into a prince and sadness into happily ever after. But it can't transform your business. Introducing Dell Technologies. Seven technology leaders now working together under one name. Ww're transforming jet engines into turbo powered safety inspectors. Dairy cows into living breathing data centers.And even a single hospital room into a global diagnostic network.And though it seems like magic, it's not It's not the simple wave of a wand. It's people and technology working together to transform impossible into reality. Magic can't make digital transformation happen but we can. Let's make it real."

Can I see by a show of hands anyone in 2017 who thought magic was a thing and technology wasn't? Anyone? No? I thought not. Mostly because it's not 1998 any more. As wondrous as this spot aims to be, and as good a job as it does telling you what Dell Technologies is all about, the premise is either stuck in the dayd before the dotcom bubble burst at best or just a bit patronizing. At this point the child actor at the beginning of the spot probably has an amazing grasp of technology and all its powers. So it's a strange way to launch a new technology network in 2017 by letting us know "It's not magic." Didn't think it was, Dell. Didn't think it was.

On the plus side, it's always nice to see Jeffery Wright. For even more cinematic weight this campaign was directed by Tom Hooper, the Academy-award winner behind 'The King's Speech."

Also check out:

Magic with Chitale Dairy
Magic with GE
Magic with Columbia Sportswear

Dell Technologies Chief Marketing Officer - Jeremy Burton SVP Global Brand and Creative - Liz Matthews Director Brand Strategy and Advertising - Rachael Henke Brand Strategy and Advertising- Valerie Daubert Y&R Global Executive Creative Director - Christian Carl Global Creative Director - Thomas Shim Copywriter, Creative Director - Justin Ebert Executive Producer - Bobby Jacques Content Producer - Nicole Lederman Sr Business Manager- Maggie Diaz President, Global Technology & Business Practice - Joe Rivas Account Director- Heather Hosey Group Account Director - Rachel Krouse Account Executive- George Rainaldi Strategic Planning Director - Jenna Rounds Production Company: Smuggler Director: Tom Hooper Co Founder: Brian Carmody Executive Producer: Shannon Jones DP: Justin Brown Line Producer: Alex Lisee Edit House: Rock Paper Scissors Editor (It’s Not Magic): Adam Pertofsky Editor (GE, Columbia, Chitale): Ted Guard Executive Producer: Eve Kornblum Producer: Jenny Greenfield VFX: Framestore NY Dez Macleod-Veilleux - Executive Producer Maura Hurley - Senior Producer David Mellor - Creative Director Gigi Ng - Senior Flame Artist / VFX Supervisor Georgios Cherouvim - Senior CG Lead Dan Soloman - Senior Designer Karch Coom - Senior Compositor Callum McKeveny - Concept Designer / Senior Matte Painter Color: Company 3 Colorist: Tim Masick Sound: Sound Lounge Mixer/Sound Designer – Tom Jucarone Projection Mapping: Go 2 Productions Music: duotone audio group Executive Producer: Ross Hopman Creative Director: Jack Livesey Producer: Gio Lobato
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

Comments (1)

  • Arnold's picture
    Arnold (not verified)

    Bring yourself back online, Delores.

    Apr 03, 2017

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