# Cross Promotion Dell Brings Devo Back With Stiletto-Clad Fembots By Trend Huntress | Published 2007-08-03 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/dell-puts-devo-back-on-the-map1 References: [adweek](http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003617437) & [stereogum](http://www.stereogum.com/archives/commercial-appeal/dude-its-a-devopenned-dell-ad.html) Devo has unleashed its [first major release in 17 years](https://www.trendhunter.com/trends/oscar-mayer-brings-back) in conjunction with [Dell](https://www.trendhunter.com/trends/dell-xps13-plus). The catchy "Watch Us Work It" is the soundtrack to a spot promoting the new Dell [XPS](https://www.trendhunter.com/trends/dell-xps-2024) 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. **Implications** - Bob Kaufman, who is a client representative for Dell states that the company's chance to work with Devo helped to recreate its image. Kaufman says that Dell is trying to distance itself from the past and move forward with a focus on personalization and the customer's needs. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 15% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Why This Trend Is Growing - **Cross-promotion with Resurrected Musicians:** Opportunities for businesses to work with iconic artists and pay homage to nostalgia while modernizing their brand image. - **Monochromatic Fembots:** Innovative use of robotic technology in advertising and branding to appeal to both the tech-savvy and fashion-forward consumers. - **Music and IT Integration:** Opportunities for businesses to explore the connection between music and technology, whereby creating unique marketing opportunities. ### Industries Being Reshaped - **Technology:** Innovative technologies such as AI and robotics can be leveraged to create unique marketing opportunities. - **Music and Entertainment:** Businesses can collaborate with iconic musicians to tap into nostalgia and introduce their brand to new audiences. - **Advertising and Marketing:** Creating unique, eye-catching advertising campaigns can help businesses stand out in the crowded media landscape and attract new customers. ## Related on Trend Hunter - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Multidimensional Fan Experiences](https://www.trendhunter.com/trends/stranger-things-season-4.md) - [Beverage-Branded Music Events](https://www.trendhunter.com/trends/to-hell-with-mtn-dew-flamin-hot.md) - [Nu Metal Brand Collaborations](https://www.trendhunter.com/trends/deftones-and-dickies.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Music-Inspired Campaigns](https://www.trendhunter.com/trends/new-pepsi-campaign.md) - [Qsr Retro Film Tributes](https://www.trendhunter.com/trends/dominos-40th-anniversary.md) - [AI-Enhanced Y2K Ads](https://www.trendhunter.com/trends/starwash-by-carls-jr.md)