Alienware is known for its gaming
computers and accessories.
To underscore its status — but with a twist — VML New York created the “Parallel Realities’ campaign. The new work doesn’t focus on
tech, but as a portal to alternative realities, just like the games on Alienware PCs.
The strategy was disruption.
The brand collaborated with Ford, Wendy's and Aflac to
“glitch” their commercials with Alienware content. The glitches gave viewers a glimpse of other dimensions, featuring game titles from Bethesda Softworks. Alienware is positioned as the
only portal to achieve access — which upped the intrigue factor for gamers.
Justin Ebert and Niraj Zaveri, executive creative directors, VML New York, told Agency Daily:
“This was a fun one. We had a smart, passionate audience to reach. We knew we needed a campaign that stood out. We had to appeal to gamers’ sense of adventure and capture their attention
in a way that hadn’t been done before.”
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“It was incredible to partner with brands like Ford, Wendy’s and Aflac. By allowing us to infiltrate their commercials, we were
able to totally surprise our audience. And prove the point that Alienware could take them to new worlds.”
The “Parallel” campaign runs on streaming, digital and social.
Gerri Tunnell, Chief Marketing Officer, Dell Technologies, added: “Gamers are smart, passionate and often ahead of the curve when it comes to adopting the latest and greatest technologies.
With this new campaign, we embraced the idea that the games they play are not just entertainment but actual realities. This campaign demanded a bold, disruptive approach — something that
captured the power of Alienware while breaking away from traditional advertising.”
Alienware is a computer hardware subsidiary of Dell.
VML New York's client work includes
KitKat, U.S. Navy, Oreos and Whirlpool.