Dell’s “Annie” Flies on to TED’s List as One of Ten Best Global Advertisements of the Year
27 Februar 2013 - 10:15PM
Business Wire
Dell today announced its “Annie – the girl who could fly”
advertisement was named as one of the top 10 ads of the year in
TED’s annual Ads Worth Spreading report. TED, the non-profit
organization known for showcasing "ideas worth spreading" through
its set of global conferences, recognized Dell for creating a
meaningful connection with viewers.
Viewed on YouTube nearly 1.4 million times and inspiring a
conversation on Twitter about how technology helps people #DoMore,
Annie is the story of a persistent fifth grader who dreams she can
fly. With the help of her Dell laptop, imagination and ingenuity,
she brings her dream to life and shows the doubters and “no way you
can do iters” that where there's a will, there's a way.
An extension of Dell’s “Power to Do More” brand campaign, Annie
is one example of how Dell helps customers to do more with
technology. The success of Annie led to the creation of a number of
ads showcasing how Dell technology inspires learning, business
achievements, creativity and imagination. “Meet Thomas: Creator of
an Alternate Universe,” viewed on YouTube more than 2.5 million
times in three weeks, is the latest campaign story about a district
manager by day who is creating a vivid novel on his seemingly
typical daily commute home. With his imagination and Dell XPS 12,
the ad shows Thomas can achieve his true passion everywhere he
goes.
“We’re thrilled to be recognized by an organization as
innovative as TED,” said Karen Quintos, Dell’s chief marketing
officer. “In today’s era of digital overload, effectively
connecting with people is increasingly difficult for brands.
Characters like Annie and Thomas bring our customers’ stories to
life and illustrate the results technology can help people
achieve.”
Dell was one of 10 winners chosen by six teams of two judges,
including a former TED speaker and ad industry leader, and focused
on six categories including: talk, social good, cultural compass,
creative wonder, brand bravery and education. TED's 25 "Advocates,"
leading voices in advertising, production, curation and film,
helped make suggestions as well.
“TED creates community around ideas worth spreading. To have
'Annie' selected as one of only 10 ads that resonated globally is a
great affirmation. In announcing the ads, TED talked about spots
showing the ‘tenacity of the human spirit.’ We’ve always felt that
‘Annie’ shows the power of childhood curiosity supported by great
Dell technology,” said Jim Elliott, chief creative officer of
Y&R New York.
About Dell
Dell Inc. (NASDAQ: DELL) listens to customers and delivers
innovative technology and services that give them the power to do
more. For more information, visit www.dell.com.
About Y&R
Y&R is one of the leading global marketing communications
companies. It is made up of the iconic Y&R Advertising agency
and VML, one of the most highly regarded and fastest-growing
digital agencies in the world. Y&R also includes specialized
companies in every region, such as Bravo, Kang & Lee,
SicolaMartin, Banner, to name just a few, as well as global
marketing practices, such as Tech.YR and Y&R Sports Group.
Dell is a trademark of Dell Inc.
Dell disclaims any proprietary interest in the marks and names
of others.
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