Dell Engine Works It with Devo

Dells new TV ad for the XPS laptop is designed as a 1980s music video with the music of Devo. Women with half black, half white dresses and hair, rhythmically assemble an engine. As their creation comes to fruition, the machine is lifted then installed, into a giant Dell laptop – showing us the power inside the new XPS m1330.

Dell Women in TV ad

Click on the image below to play the video.


The Dell Engine TV ad was developed at Mother New York, by creative directors Linus Karlsson and Paul Malmstrom, art director Lawrence Melilli, copywriter Matthew Mulvey, and producer Emma Starzacher.

Filming was directed by Jonas Akerlund, via RSA Films.

Editing was done by Dick Gordon at Spotwelders, NY, with producer Amanda Charles.

Post production/visual effects were developed at Smoke & Mirrors, NY, by creative director Sean Broughton, senior VFX artist Brad Scott, VFX artist Sam Caine, and head of production Cary Flaum.

Graphics were designed at Stardust, NY.

Sound was mixed by Scott Persson at Sound Lounge, NY.

Music is “Watch Us Work It”, by Devo, their first major release in 17 years, produced by The Teddy Bears. Gerald Casale, founding member of Devo, is known for his direction of music videos and advertisements. Mark Mothersbaugh, another founding member, is well known for his music provided for the film and advertising industry through Mutato Muzika.

Download the Devo single Watch Us Work It at iTunes

Dell Women in TV ad

Dell Women in TV ad