The technology brand has partnered up with Universal music on a new joint promotion effort for the Dell XPS laptop and Australian music artist Megan Washington.
A new 30-second commercial features Megan (the winner of Best Female Artist and Best Breakthrough Artist at the 2010 Aria Awards) performing her new single ‘Cement’ that ends with a product shot of the new Dell laptop.
The video itself saw the brand collaborating with a number of street artists to produce the colourful artwork that emerges as Megan traverses the streets in a bid to emphasise the product’s new Design Studio capabilities. "I wanted to create an interactive world of performance and street art that would harmonise with the new Dell XPS design," said Stephen Lance, the ads director. “The design of the artwork is inspired by Megan's song 'Cement', which is both bold and rebellious, and darkly romantic."
A longer 60-second version of the ad is available online and runs in tandem with a social media campaign on Facebook. The Facebook campaign included a competition element whereby entrants had the opportunity to be a VIP guest at a private Megan Washington gig hosted by Dell.
"We were looking for something really different for our Design Studio range. We were looking to tie-up with people in the arts, films and music that were extremely creative and had their own style,” said Frankie Moore, a senior marketing manager at Dell.