• Brandweek, Friday, November 16, 2007 12 PM

Dell is rolling out a holiday campaign today with a dedicated Web site--YoursIsHere.com--where consumers can send an e-mail video from celebrities such as Burt Reynolds, Estelle Harris, Ice T, Vivica Fox and Brooke Burke that urges friends to chip in on the price of a new Dell product as a holiday gift.

The tone of the video message varies, according to the image of the celebrity. For Harris--best known as George Costanza's manipulative mother in "Seinfeld," the pitch is tinged with guilt. The tone from Burke is a soft, subtle sell.

Dell also will take over the JumboTron in New York's Times Square from today through the end of the year. Dell has also bought a site at the ABC Studio Store in Times Square from Dec. 6 to 9, where people can meet and greet Burke, Ice T and Fox during the day, as well as check out new Dell products. A TV spot also breaks today.

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