We can’t help but notice Dell is using its XPS model to (ever so innocuously) try repositioning its brand as a whole.
For this decidedly complicated gig, it enlisted Mother, NY, which in August demanded that we reconcile a passel of mod devotchkas to our mental image of Dell. It was a brave and interesting effort, but an ultimately unconvincing one.
For the XPS One, Dell and Mother are pushing harder still.
Check out this new spot, aptly titled Out with the Old.
The product of Smuggler and rhinofx for Mother, NY, it showcases the cathartic destruction of — what, Dell’s economic girl-next-door feel? — to Jennifer Terran’s wispy rendition of Que Sera Sera.
We remain lukewarm. Is it that we’ve already seen that death-to-my-shitty-unshakeable-image! thing before and been disappointed by it? Is it Terran’s slightly painful hick twang in the “Sera”?
Generally speaking, you can’t exorcise your past by literally destroying it in front of people. That’s just too easy. Changing your feel takes time and commitment — something that shines through a mere ad campaign.
Dell, can you commit to this racy new you? We’re still convinced this is a rebellious phase you’ll grow out of, along with the red lipstick and the garish black-and-white ensembles.
