Dell Breaks Sid Lee's First Work

'More you' uses lifestyle positioning

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Dell launched its first work from new agency Sid Lee today, using the tag “More you” to position the PC giant as a lifestyle brand.

While Dell's ads have historically emphasized product features and price, last November it launched a campaign, “You can tell it’s Dell,” from Wunderman, New York, that addressed both product and consumers. The message behind “More you” takes that even further, focusing on creating an emotional bond with consumers.  

“We are talking about people and how technology empowers them rather than technology for technology’s sake," Paul-Henri Ferrand, Dell’s CMO for consumer and small/medium business segments, told Adweek

The new Dell ads show how consumers use their laptops, desktops, tablets, and smartphones.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in