Y&R N.Y. Takes Dell Back to School

By Erik Oster 

Y&R New York launched a back-to-school campaign for Dell entitled “The New Experts.”

“The New Experts” follows a series of precocious talents, including 21-year-old nuclear physicist Taylor Wilson (above), 14-year-old fashion designer and artist Isabella Rose and 19-year-old YouTube sensation Jenn McAllister. Each spot in the docuseries attempts to give a view of the individuals’ particular talent and what led them to their current occupation while also giving a glimpse of their daily life, ending with the “Learn It. Share It.” tagline. Of course, since these are ads for Dell, each of the individuals also discusses how technology factors into their work, doing so convincingly since they were carefully selected to be relevant to the campaign. In addition to the three spots already running on YouTube and Dell’s Facebook page, supported by pre-roll, another spot, featuring 19-year-old Brazilian tech entrepreneur João Pedro Motta will roll out later this summer. There’s also a broadcast spot featuring McAllister givng a parents a tech lesson about the Dell Inspiron 15 7000 Series 2-in-1, which will run on channels including ABC Family, Animal Planet, Discovery and HGTV.


Y&R New York
Chief Creative Officer: Leslie Sims
Global Executive Creative Director: Christian Carl
Senior Copywriter: Meredith Kinee
Senior Art Director: Rachel Cuyler
Head of Production: Greg Lotus
Senior Producer: Salima Millott
Associate Producer: Sarah Haroldson
Music Producers: Lauren King, Deb Oh
Head of Celebrity Talent: Lauren King
Business Manager: Maggie Diaz


VML New York
Dave Quintiliani, Creative Director
Lisa Baldini, Associate Director, Social Strategy

Production Company: M ss ng P eces
Director: Josh Nussbaum
DP: Adam Jandrup, Ethan Palmer
Executive Producer: Ari Kuschnir
Line Producer: Brian Quinlan

Post-Production: M ss ng P eces
Editor: Karl Amdal, Adam McClelland
Producer: Orlaith Finucane
Sound Facility: One Thousand Birds
Music: YouTooCanWoo, Bromeliad