Michael Dell began a long process in of taking his company private in February 2013 and putting the control back in the hands that built the company. When it was finalized, Dell called the incarnation "the world's largest startup".
To push its internal mantra of "entrepreneurial spirit" to the mass, they got Y&R New York to express this in the form of humble beginnings. After all, don't most startups have that in common?
The resulting anthem spot, directed by Tomas Jonsgarden, takes us on a tour of the small apartments, basements, hotel rooms, and bus rides that were the first homes to companies like TripAdvisor, Skype, Under Armour, Whole Foods, Dropbox, and Gilt. These companies are Dell's client list.
"As you can imagine, working with one client is a challenge; working with 14 or 15 of your client's clients could have and should have been impossible," says Y&R New York's EVP/Global Creative Director James Radosevic. "Instead, it was remarkably smooth. For most of these brands, their humble beginning is a huge part of their brand personality and they fully embraced the concept, were anxious to tell their story, and were quick to share old photos to help us bring their beginning to life."
Check it out below: