Y&R New York Designates Dell as ‘Future Ready’

By Erik Oster 

Y&R New York takes a look into the near future in its “Future Ready” campaign for Dell, which tells the story of a girl getting a heart transplant. Two new installments follow last year’s “Beat Again.”

The series of spots tell the story of Amy, before, during and after her heart transplant. Directed by Henry Alex Rubin (Murderball) with cinematography from Janusz Kamiński (Schindler’s List, Saving Private Ryan) and set design by K.K. Barrett (production designer on Her and Being John Malkovich), the near-future setting comes to life in unexpectedly convincing ways. In last year’s “Beat Again,”for example, Amy’s surgeon views a movable image of the heart in front of him, while Amy’s mother checks her vital signs displayed on her wrist. “Night Before” shows the surgeon preparing for the surgery with nods to how technology is changing travel and hospitality, while “First Day Back” shows Amy’s return to school, complete with a look at how tech is transforming education. Her mom is also to check the school bus’ route on her tablet. Each ad ends by tying the action to Dell’s cloud computing services, ending with the tagline, “Is your business future ready?” suggesting how the company’s technology will continue innovating in the future. An “Anthem” spot being released next week will tie together the previous three ads. 

Client: Dell
Creative Agency: Y&R
Leslie Sims – Chief Creative Officer, Y&R
Christian Carl – Global Executive Creative Director, Y&R

Bobby Jacques – Senior Content Producer

Joe Rivas – EVP, Global Client Leader, Strategic Planning
Jenna Rounds – Strategy Director, Planning


Account / Project Management
Diana Melton – Director of Marketing, Y&R
George Rainaldi – Assistant Account Executive, Y&R
Andrea Rey – Senior Project Manager, VML

Production Company: Smuggler
Executive Producer: Drew Santarsiero
Director: Henry Alex Rubin
DP: Janusz Kaminski
Production Designer: KK Barrett

Editorial Company: Cutters NY
Editor: Steve Bell
Color: Lez Rudge – Nice Shoes
Mix: Tom Jucarone – Sound Lounge

EFX: Framestore NY
Exec Producer: Dez Macleod-Veilleux
Creative Director: Gigi Ng and Akira Thompson
VFX and Compositing Supervisor: Gigi Ng
Design Supervisor: Akira Thompson