Dell Technologies - Magic with Chitale Dairy (2017) :30 (USA)

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:

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

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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