To make up for my NFP rant, I am going to radically switch gears and pay a compliment:
I give Dell a lot of crap for all the things they do wrong: Customer service, crapware, default installs. My Dell 3100-cn printer has been nagging me to replace the toner for 6 months now — and it prints just fine.
The new commercial (Dell for You) is a smart pitch to consumers. Given that the majority of their sales are to corporate customers, we can certainly argue whether Dell even wants to appeal to individuals, and small/home offices. I assume that given their corporate penetration, they have more room for growth in the individual market. They simply don’t want to let HP get a toehold in any market that might lead to the corporate side.
Anyway, this is a pretty decent appeal to the average PC buyer. Not as clever or amusing as Apple’s ads, but certainly one of the better outings by Dell.
Incidentally, the song in the commercial is Catch My Disease by Ben Lee. You can see the full commercials here. It is an ear worm — a musical virus — and it definitely gets in your head. As much as I like Jazz, Funk, Blues and Rock, I have to admit I’m a sucker for hook-laden melodic pop (how can you not love the toy piano riff?).
Its worth comparing Dell’s musical approach with that of Apple. The latter has broken acts — certainly introduced them to a much wider audience — with their iPod commercials. Dell’s approach instead was to use music that fit into the theme of the commercial. They went back to the early 2005 release Awake is the New Sleep. The song’s first line — "my head is a box filled with nothing" — plays right into the "Built for only one — Purely you" theme.
I have no position in Dell, but since I bust on them so much, I thought it was only fair to praise a nicely done advert.
Incidentally, the video for the song on
You Tube below.
If they spent more than $100 on that they got ripped off . . .