Hype Sheet: Dell's Do-Goodism and the Axe Effect

The Pitch A Super Bowl debut we somehow overlooked, this Dell spot features a cast of thousands swarming around one lucky laptop owner. With an XPS M1530 tucked beneath his arm, our handsome protagonist goes roaming around the streets of a European metropolis, Mick Jagger's "Charmed Life" pumping on the soundtrack. The city's denizens hail his approach with cheers, butt slaps, and at least one passionate kiss, treatment usually reserved for sporting heroes rather than users of mid-range computing hardware. What has this shaggy-haired Everyman done to deserve such adulation? Well, that Dell of his is part of the special-edtion (RED) lineup, so US$50 of his purchase price went to The Global Fund. A noble endeavor, to be sure, but (and excuse the ensuing crassness) will this good-hearted approach really help Dell move product? Read on for an answer, as well as a special "Making of..." clip.

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