A dairy cow that talks to farmers? What kind of sorcery is that. It's not the magic wand kind. It's the RIFD collar and "internet of things," kind that we created with Chitale Dairy. So every cow can let farmers know how she feels, and what she needs to be healthier. All with a simple text. Tadaaaaaaaaaa. Magic can't make digital transformation happen but we can. That's the power of VM Wear. Part of Dell Digital Technologies.

This spot for Dell Technologies, who wow you into submission with projection mapping, and the soothing sounds of actor Jeffrey Wright's voice whose cursory explanation of technology for Daisy the cow makes you shake your head in disbelief. Because I don't know about you but we're so beholden to technology in every part of our lives now, that the real magic would be to live without it at this point. Looks neat. But it's pretty straight forward communication. "Technology can change the world" isn't exactly a new idea in advertising. Especially on so grand a level. At least it looks nice as this campaign was directed by Tom Hooper, the Academy-award winner behind 'The King's Speech."

Part of me wishes they would have shown me a text message thread between a cow and a farmer. What kind of gifs would a cow send? I'm already more interested then the chest-beating stuff we've come to expect from all technology companies.

See the rest of the campaign here:

Magic
Columbia Sportswear
Magic With GE

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.

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