|[February 27, 2013]
Dell's "Annie" Flies on to TED's List as One of Ten Best Global Advertisements of the Year
ROUND ROCK, Texas --(Business Wire)--
Dell today announced its "Annie
- the girl who could fly" advertisement was named as one of the top
10 ads of the year in TED's annual Ads
Worth Spreading report. TED, the non-profit organization known for
showcasing "ideas worth spreading" through its set of global
conferences, recognized Dell (News - Alert) for creating a meaningful connection with
Viewed on YouTube
nearly 1.4 million times and inspiring a conversation on Twitter (News - Alert) about
how technology helps people #DoMore,
Annie is the story of a persistent fifth grader who dreams she can fly.
With the help of her Dell laptop, imagination and ingenuity, she brings
her dream to life and shows the doubters and "no way you can do iters"
that where there's a will, there's a way.
An extension of Dell's "Power to
Do More" brand campaign, Annie is one example of how Dell helps
customers to do more with technology. The success of Annie led to the
creation of a number of ads showcasing how Dell technology inspires
achievements, creativity and imagination.
Creator of an Alternate Universe," viewed on YouTube (News - Alert) more than 2.5
million times in three weeks, is the latest campaign story about a
district manager by day who is creating a vivid novel on his seemingly
typical daily commute home. With his imagination and Dell XPS 12, the ad
shows Thomas can achieve his true passion everywhere he goes.
"We're thrilled to be recognized by an organization as innovative as
TED," said Karen Quintos, Dell's chief marketing officer. "In today's
era of digital overload, effectively connecting with people is
increasingly difficult for brands. Characters like Annie and Thomas
bring our customers' stories to life and illustrate the results
technology can help people achieve."
Dell was one of 10 winners chosen by six teams of two judges, including
a former TED speaker and ad industry leader, and focused on six
categories including: talk, social good, cultural compass, creative
wonder, brand bravery and education. TED's 25 "Advocates," leading
voices in advertising, production, curation and film, helped make
suggestions as well.
"TED creates community around ideas worth spreading. To have 'Annie'
selected as one of only 10 ads that resonated globally is a great
affirmation. In announcing the ads, TED talked about spots showing the
'tenacity of the human spirit.' We've always felt that 'Annie' shows the
power of childhood curiosity supported by great Dell technology," said
Jim Elliott, chief creative officer of Y&R New York.
Dell Inc. (NASDAQ: DELL) listens to customers and delivers innovative
technology and services that give them the power to do more. For more
information, visit www.dell.com.
Y&R is one of the leading global marketing communications companies. It
is made up of the iconic Y&R Advertising agency and VML, one of the most
highly regarded and fastest-growing digital agencies in the world. Y&R
also includes specialized companies in every region, such as Bravo, Kang
& Lee, SicolaMartin, Banner, to name just a few, as well as global
marketing practices, such as Tech.YR and Y&R Sports Group.
Dell is a trademark of Dell Inc.
Dell disclaims any proprietary interest in the marks and names of others.
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