Dell Technologies "Magic" (2017) 1:00 (USA)

"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

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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Bring yourself back online, Delores.