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Dell "Beat Again" (2105) 1:00 (USA)

Technology isn't just sterile and cold and robotic. Oh no! Not at all! Technology can help (eventually) transform our lives for good. I say eventually, because this spot is set in the future. While the story is trying hard to be touching, visually it's frightening and disturbing as it portrays a society that is so reliant on technology we can't escape it for one moment. Literally. Don't believe me? Look:

We open on the mother checking a futuristic tablet. From bed. First thing she does. Then she runs to her sleeping daughter and checks her daughter's medical fit-bit.
Cut to the cold looming Dell servers tucked deep and far away somewhere, most likely in a concrete building with an air-conditioning bill the size of Romania's GDP. Then we cut to the dramatic helicopter shot where the new organ in question is being carried in some version of a data monitoring (and data collecting) Igloo cooler to the hospital.
We then cut to the innocuous and happy looking entrance to the children's hospital where our courageous patient rushes to a giant touch screen to say hello to the friendly cartoon! The friendly cartoon actually serves to check her in because of course at this point in the future, there are no middle class jobs left-- buh bye receptionist. The courageous daughter pops the balloon and presumably the touch screen's or hidden NFC reads her medical fitbit-like device and then the words "Hello, Amy," pop up. It happens quickly, so you might not have noticed it the first time.
We then cut to the doctor who waves his hand to turn on a Dell version of Google glass. He then proceeds to analyze what looks like a hologram heart, or a heart that's been encased in a clear laser disc.
We cut to the waiting room, with the inevitable Man On Smart Phone on the left side of the frame. This scene also contains the only real moment of believable humanity in the spot so far. Note how the mother has her feet on the seat cushion and her shoes off. The exhausted look on her face. I'd be exhausted from technology ruling my every moment, too.
Cut back to the doctors' playing with the laser discs of hearts and the umpteenth time we see the Dell logo (this time in reverse reflection).
We then end on the mom (who so far seems like the only parent really interested in her kid's health as the dad is just there to take up space) putting her ear to her daughter's new heart where she can hear it for the first time. I imagine that in doing so, the heart (which in my mind has been implanted with more data tracking software) is sending cutaneous waves straight through the daughter to her ear canal, gauging her emotions, so it can then serve up the appropriate native advertising through the daughter, like a ventriloquist dummy or child possessed.
And the first words the daughter says are these: "Here are ten more medical miracles that will restore your faith in humanity."

Client: Dell
Jim Othmer, Global Creative Director, Y&R New York
Yuni Son, Art Director, Y&R New York
Tom Jackson, Copywriter, Y&R New York
Bobby Jacques, Senior Content Producer, Y&R New York
Hunter Eshelman, Creative Director, VML New York
Joe Rivas, EVP, Global Client Leader, Y&R New York
Ron Carroll, Global Client Director, Y&R New York
Jenna Rounds, Strategic Planning Director, Y&R New York
Ria Spencer, Group Account Director, VML New York
Lesli Bilgor, Account Director, Y&R New York
Dean Alcott, Account Executive, Y&R New York

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