Mother unveils first campaign for Dell

by Darren Davidson, Brand Republic 18-Jul-07, 14:50

LONDON - Mother New York has unveiled its first campaign for Dell, as the ailing PC manufacturer attempts to revive flagging sales of its computers with an upbeat spot featuring a Flaming Lips song.

The TV ad, which has been scheduled to run initially in the US only, is a departure from previous price-focused advertising campaigns.

It is backing the company's Inspiron laptop, which is available in a range of bright colours. You can watch the ad by clicking on the camera symbol next to this story.

The 60-second spot opens with a man using a pink Inspiron laptop while sunbathing and simultaneously using matching pink dumbells. He is flanked by two models wearing pink bikinis.

The ad then progresses through several scenes which all feature people using coloured laptops in environments which match the colour of their Inspiron.

One of the scenes shows a Japanese film director directing a martial arts fight on his white laptop. The ad ends with the strapline 'Yours is now'.

The campaign, which also includes press, outdoor and digital activity, is based around the idea of bringing the fun back into computers, while emphasising the more personal relationship people have with technology today.

It comes two months after Dell appointed Mother to its Dell XPS laptop business. DDB remains the computer giant's retained network.