Dell Launches Product Red with Slap

Dell aired its first Super Bowl commercial this year to plug [Red] a set of special-edition personal computers it’s selling to raise money for AIDS treatment programs in Africa. A young man walks through the street, Dell (PRODUCT) RED laptop in hand, congratulated by everyone he sees. They’re so happy that he’s helping save the world they line up to slap his back, flash their lights and give him a kiss! All to the sounds of Mick Jagger’s “Charmed Life”.

Product Red Dell guy with car lights

Click on the image below to play the video.

Under the (Red) program, Dell and Microsoft together will donate $50 for each of the XPS M1330 or XPS M1530 notebooks and $80 for each XPS One desktop sold. Sales of the special-edition products will help benefit (Red), a program co-founded by U2 lead singer Bono to help fight AIDS among women and children in Africa.

“The Super Bowl has a massive reach, but it’s not just an American reach,” said David Clifton, Dell’s director of global marketing communications. “It’s a global platform, and it’s a platform where people actually stop, look and listen.”


The Dell (Red) campaign was developed at Mother New York, by creative directors Linus Karlsson & Paul Malmstrom, art director Bill Moulton, copywriter Bobby Hershfield and agency producer Michael Aaron.

Filming was shot by director/director of photography Samuel Bayer via HSI, New York, with assistant director Adam Somner and line producer Tim Kerrison.

Editing was done by Andre Betz at Bug Editorial with producer Joy Copeland. Visual effects were done at Riot!, New York. Sound was designed at Sound Lounge, New York.

Music is Mick Jagger’s “Charmed Life”.