Dell’s new marketing video — WTF?

Just for the record, I think it’s great when a company has some fun with things, shakes things up a bit, lets its hair down (fill in your favourite metaphor here). But at the same time, I think a company with some image problems — like say… oh, I don’t know, like Dell, for example — might want to make sure that if it spends a bunch of dough on an attempt to be funny, that it is a) actually funny and b) funny. The video clip that Michael Dell introduced at OracleWorld doesn’t qualify.

dell -- jibjab

In fact, as almost everyone who has seen it seems to agree, it is mind-numbingly bad. Not just un-funny, but cringe-inducingly un-funny — like say, your grandmother dressing like 50 Cent and trying to do a rap about adult diapers. What was Dell trying to do with this video? It isn’t aimed at consumers, because it’s all about proprietary standards. It’s clearly aimed at suppliers — specifically, aging suppliers with no sense of humour, or taste for that matter.

Not only is it un-funny in the worst way, it’s also about five times too long for a self-deprecating joke video (Nick Douglas will pay you if you sit through the whole thing). If the guys behind — whose style this imitates — were involved in this clip in any way, they should do themselves and everyone else a favour and go directly to Hell (Note: one of the founders responded in my comments to say they weren’t involved). And Larry Ellison should sue.


My friend Stuart said that howlingly lame videos like this are made all the time for supplier-type conferences, and that it wasn’t really designed for regular people to see — to which I replied that the lesson here is, in the age of YouTube, everything will eventually be seen, whether you want it to or not.

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