• by Fern Siegel , June 2, 2023

Dell Technologies has debuted its new global campaign “Welcome to Now.”

Created by VMLY&R, the work illustrates how new tech innovations can help Dell clients pursue their interests.

"This campaign is not just speaking to CTOs, CIOs and tech leaders. We're speaking to everyone with an idea. Because technology loves ideas — and Dell Technologies loves helping everyone make them real," Justin Ebert and Niraj Zaveri, executive creative directors, VMLY&R, told Agency Daily. "Welcome to Now” is a campaign built to recognize the powerful cultural moment we’re in."

Dell Technologies partnered with Intel on the two spots.

“Tourists” shows citizen scientists instantly uploading photos of the expansive Great Barrier Reef. Using technology developed by Dell Technologies, those images can then be quickly to determine which sections of the reef are in danger. This allows conservationists to preserve the ecosystem more efficiently.

The second, “Shelves,” show how smart retailing can transform a shopping experience. Tech helps detect when shelf stock is low to ensure food is always available.

The campaign is rolling out across broadcast, CTV, digital, social and more.

VMLY&R is part of WPP. In March, WPP acquired Obviously, which joined the VMLY&R network.