Dell’s “Annie” Flies on to TED’s List as One of Ten Best Global Advertisements of the Year


WEBWIRE – Thursday, February 28, 2013

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 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.

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.

Dell is a trademark of Dell Inc.
Dell disclaims any proprietary interest in the marks and names of others.



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