Dell Interns Go Back to School

CHICAGO Dell’s interns will take to the road this summer in a back-to-school TV campaign emphasizing the customization aspect of Dell’s PC products.

The effort, via DDB, Chicago, will break in July. Previous ads have featured the intern characters roaming around Dell headquarters and trading ideas on how Dell can please customers-ideas that Dell had already put into effect.

“It worked really well to have them inside of Dell showing who we are and what we do,” said Claire Bennett, director-marketing communications for Dell’s consumer unit. “This time we got them out and about.” Though the ads are designed to address the back-to-school time period, they are non-specific so they can run after September.

In the ads, which were shot earlier this month, the interns respond to Dell customers who are looking for an individualized PC bundle. Bennett said the market has evolved so that people want specific applications from PCs, like music and video.

Spending for the campaign was not available. Dell spent $360.7 million on media last year, per TNS Media Intelligence/CMR.