Y&R, VML Mix Heartfelt and High-Tech for Dell

By Kiran Aditham 

Y&R and Dell continue their longstanding relationship with a new B2B campaign called “Future Ready” which, while targeted at the C-suite and IT sectors, still has its sense of tenderness in tow.

The first phase of the “Future” comes in the form of the :60 spot above aptly titled “Beat Again.” Here, Y&R New York, joined by sister WPP shop VML NY, shows how Dell’s tech capabilities for the enterprise market (including networking, cloud storage and predictive analytics software) can aid in situations like finding the perfect donor match for a girl in need of a heart transplant. With “Beat Again,” the hi-tech eye candy courtesy of the minds at Framestore (the same VFX company that nabbed an Oscar for their work on Gravity last year), is buoyed by an emotional core–something that seems atypical of high-level, tech-focused advertising.

The “Future Ready” campaign as a whole will not only include TV, but digital, mobile, OOH, interactive videos, paid social media and sponsorship of events such as this weekend’s PGA World Golf Championships.

Y&R New York

Global Creative Director: Jim Othmer
Art Director: Yuni Son
Copywriter: Tom Jackson
Senior Content Producer: Bobby Jacques
EVP, Global Client Director: Joe Rivas
Global Client Director: Ron Carroll
Strategic Planning Director: Jenna Rounds
Account Director: Lesli Bilgor
Account Executive: Dean Alcott

VML New York

Creative Director: Hunter Eshelman
Group Account Director: Ria Spencer

VFX: Framestore