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Dell portrays itself as a feisty startup in its first ad after going private (video)

Jon Fingas, @jonfingas
December 31, 2013
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Now that Dell is once again a private company, it's trying to shake off its reputation as a member of the status quo. Appropriately, the PC builder just unveiled a new TV ad that suggests it has all the energy and vision of a technology startup. The minute-long spot connects Dell's mindset to that of companies like Dropbox, Gilt and Skype, which started out in modest places but went on to accomplish great things. We're hopeful that the ad reflects fresh thinking in Round Rock's offices, but actions will speak louder than words -- it's hard to believe that a tech giant can be as nimble and innovative as a tiny outfit with something to prove.

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