Selfie was the 2013 word of the year, and its inclusion in the Oxford English Dictionary has given it an unanticipated aura of respectability. But selfies are still fairly polarizing and, like tattoos, elicit strong emotional responses.
But who’d have thought this social phenomenon would extent as far as it has. I knew there was one song that mentioned them, but I didn’t realize there were 13!
And I certainly didn’t expect to see a TV commercial for Dell computers to be based entirely on selfies. Dell and Intel’s new ad is a spoof of university commercials, complete with pride in the quality of the staff, the joy of being with like-minded students and a sound-track that builds emotion.
The ad has been criticised on social media by an audience who appears to have entirely missed the point, but it’s had about three times as many likes as dislikes, and has garnered well over 600 000 views in two weeks. Not exactly a major viral success, but not too shabby either.
I love it. But are Dell and Intel engaging with their market with relevant communication or just grasping weakly onto the coat tails of this social trend?
The ad amuses me and I suspect that their student market will appreciate the humour too. The selfie generation doesn’t believe it’s an art form or a valuable contribution to society. Scorn hasn’t prevented cell phone companies from developing better selfie technology, or musicians from topping the charts with songs about them. And I’m sure that Dell will benefit in the same way by engaging with their target market about things that matter to them.
I’d be interested to hear what you think, so take a look at the ad and leave a comment and let me know.
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