IT business Dell EMC has launched a new advertising campaign fronted by a fictional IT manager – Dennis – in an attempt to humanise its brand and product.
Created by agency Silver, the campaign aims to raise awareness of Dell EMC’s new range of PowerEdge servers through the use of storytelling.
The campaign features a humorous video fronted by protagonist Dennis, a fictional IT manager who is initially ignored by his colleagues, but becomes the office hero after installing Dell’s new PowerEdge server.
Graham Dodridge, CEO and creative director at Silver, said: “We wanted to avoid the usual technical jargon associated with this type of product launch and connect on an emotional level, and so Dennis was born.
“Through humour, Dennis shows how the right decision about unseen technology can change your whole life – it is made interesting, compelling and human – helping to differentiate Dell EMC in the highly commoditised server market.”
The campaign will incorporate video, direct mail (DM), digital and social media.