The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Dell Advertising Y&R New York

From dreaming to doing: Y&R New York launches new Dell advertising campaign

By Angela Haggerty | Reporter

February 22, 2013 | 2 min read

Dell's 'the power to do more' strapline is to be taken to a new level with the launch of a new personal achievement-themed brand campaign led by agency Y&R New York.

The character Thomas M Wilks will be at the centre of the campaign

The 'from dreaming to doing' campaign will use television, online and print adverts to promote the concept that technology can better both businesses and individuals.

Stephen Gater, marketing director for Dell in the UK, commented: "For 28 years Dell has been empowering businesses and individuals with the vision that technology can help you achieve anything. This campaign created a synergy between the professional and the personal, emphasising Dell's strong belief that technology can help anyone realise their dreams."

The first TV advert will air on Saturday 23 February during the Jonathan Ross Show on ITV and NCIS on Channel 5. The ad features a character called Thomas M Wilks, a district manager who uses his imagination and an XPS Ultrabook to create a novel on his daily commute. A partnership with Gizmodo UK will give online users access to an interactive video, as well as editorial looking at 'big dreamers in tech'.

It was announced in July that Dell would be the official IT hardware and data centre supporter at the Glasgow 2014 Commonwealth Games and the company says details will be released at a later date of a multichannel marketing programme to support the sponsorship.

Dell Advertising Y&R New York

Content created with:

Y&R Group

Find out more

More from Dell

View all

Trending

Industry insights

View all
Add your own content +