A jet engine that can fix itself. Is that the work of wizards? Yes! Technical wizards. Who with the visionary engineers at GE developed Predicts- giving jet engines the ability to self-diagnose problems, and alert those who can fix them.
And that's no illusion. Magic can't make digital transformation happen. But we can. That's the power of Pivital. Part of Dell technologies.

When I was first starting out in advertising I worked on a natural gas client who had more coverage in the state than any other provider. They wanted to communicate this. But whenever we went from funny brag into humble brag or ever straight up brag, the client wouldn't buy off on the headlines. They kept saying it was "chest beating." That client for the record, was incorrect. But this client, Dell, must have a bruised chest from the amount of thumping. Oh, this? This little thing right here called a SELF-DIAGNOSING JET???! Yeah, that's us. I know you think like, Wizards descended from the sky and made that shit up, but it was us all the way. Dell. We make magic. Except it's not magic. Because it's made for real. By Dell."

My car is self-diagnosing, too. it's got a check engine light that comes on and then tells me to fix it. Since I'm already familiar with that concept, I would much rather know who benefits most from the check engine light equivalent on a 787 Dreamiliner. Is it fewer in-air deaths? Is it a record number of passengers who then have fewer missed connected flights? Is it used for the military as well? You know, that kinda stuff.
Don't feed me some b.s. about wizards.

In case you're wondering, the spokesman is Jeffery Wright. This campaign was also directed by Tom Hooper, the Academy-award winner behind 'The King's Speech."

Magic
Magic with Chitale Dairy
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.

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