Dell Paves the Road to Self(ie) Improvement

Y&R and VML New York Help the Company Launch Its 'Learning Meets Doing' Campaign

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Students' summer holidays have just begun, but back-to-school creep is already upon us. Dell jumps on it with this social-media driven campaign targeting teens in the US, Brazil, India and China.

The company kicks off its 'Learning Meets Doing' campaign by speaking its intended audience's language. In this initial spot, titled 'Selfie,' Dell presents a self(ie)-involved young woman whose passion for mobile device photography moves her to found the 'Center for Selfie Improvement.'

The ad, like some of Intel and Dell's more recent ones, uses unconventional storytelling to illustrate technology's role in and out of hyper-productive situations. Regularly updated micro-content sharing just that will be appearing on YouTube, Twitter, Instagram, Facebook and, most prominently, Tumblr. It will also be supported with pre-roll and banner ads

As summer blockbuster season commences, 15, 30 and 60-second versions of this spot will be running online as well as in movie theaters.

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At the "Center for Selfie Improvement," Julia uses her Selfie Arm to show others how to take better selfies.
Jun 26, 2014
Y&R New York
Chief Creative Officer:
Jim Elliott
Global Creative Director:
Jim Radosevic
Creative Director/AD:
Alan Vladusic
Creative Director/CW:
Bruce Jacobson
Group Creative Director:
Hunter Eshelman
Adam Gunser
Executive Producer/Owner:
Phyllis Koenig
Executive Producer/Owner:
Preston Lee
Executive Producer:
Steve Wi
Head of Production:
Mamta Trivedi
Line Producer:
Pat Harris
Director of Photography:
Jac Fitzgerald
Art Director:
Marc Benacerraf
John Piccolo
Assistant Editor:
Christian Oreste
Executive Director:
Laura Revlosky
Audio Mixing:
Mr. Bronx-David Wolfe
Color Correction:
Stephen Picano
Chris Davis
Bryan Rosenblum
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