Dell Technologies "Magic with GE" (2017) :30 (USA)

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