Universal Music has teamed up with Dell to launch a campaign that simultaneously promotes its XPS laptop range and Australian artist Washington.
A 30-second TV commercial has been produced by MediaCom featuring Washington, which ends with a shot of Dell's XPS laptop range. The commercial premiered this week and will run until the end of the month.
The TV campaign is supported by a 60-second online video and social media campaign. The song featured in the commercial is Washington's new single "Cement".
It's the second stage in the launch campaign for Dell's XPS laptops range. In the first stage, Dell partnered with street artists and filmed a piece of art being created. The videos were released online accompanied by Washington's music.
Dell worked with media agency MediaCom and their branded content division MBA to establish the partnership with Washington.
Dell senior marketing manager Frankie Moore told AdNews: "We were looking for something really different for our Design Studio range. We were looking to tie-up with people in the arts, films and music that were extremely creative and had their own style.
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