JWT's First Dell Spots Take Direct Approach

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J. Walter Thompson’s first ads for Dell Computer position the client as a no-nonsense problem solver in the cluttered build-to-order PC category.
The $110 million inaugural global branding campaign breaks June 14, said Scott Helbing, Dell’s vice president of corporate brand strategy.
The first spot features a mouse that has a problem negotiating a maze for the cheese prize and turns to Dell for its solution, said Helbing. The tagline is, “Be direct Dell,” followed by the Web address, www.dell.com.

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