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

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

Business Wire

ROUND ROCK, Texas -- February 27, 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

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

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.


WPP Team Dell
Jillian Fisher, 415-268-1608
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