Heather Hobson
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 Dell Brings Devo Back With Stiletto-Clad Fembots Devo has unleashed its first major release in 17 years in conjunction with Dell. The catchy “Watch Us Work It” is the soundtrack to a spot promoting the new Dell XPS laptop. In a spot called “Engine”, monochromatic Fembots in stilettos assemble the laptop while welding and playing percussion. The song will be available for download through iTunes and a full length video is in the works.  For Dell, working with Devo gave the computer maker a chance to redefine its image. "Our previous work focused on 'speeds and feeds,' which is all the processing power and the specs of a computer," said Bob Kaufman, client representative, based in Round Rock, Texas.
"We are trying to portray a different kind of image than we did in the past. We're highlighting personalization and how technology meets the need of our customers. Devo and Dell are both proven, they've been around a long time, and both are innovative and distinctive," he said.
(adweek)References: stereogum, adweek Comment: on Cross Promotion |
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