Dell stumbles on a great ad strategy: catchy, annoying repetition

When you compete against Apple, there's always a risk of appearing uncool. Dell has battled that perception for years, and there is no love lost between Michael Dell and Apple's Steve Jobs. But this Brazilian ad might put the Round Rock, Texas, company on the road to being cool. A catchy/annoying dance track from the Brazilian group Creu repeats the word "Dell" over and over, as images of the company's various desktop and laptop PCs flash past. Hitching Dell's wagon to Creu seems to be working. As one YouTube commentor noted (in Portuguese and translated by the Promt free online translator and dictionary): "Listen to the music of Creu now and see if you won't remember Dell." Come on, sing it with me: "Dell, Dell, Dell..."

—Posted by Todd Wasserman