At Dell Technologies, we believe technology should empower every person to reach their full potential and explore new frontiers. For our passionate community of gamers, those frontiers are often entirely new worlds, rich with adventure and possibility. Our relationship with gamers runs deep, built on a shared passion for innovation and a desire to push the boundaries of what’s possible.
This connection is at the heart of our new Alienware campaign, “Parallel Realities,” which launched this month. With this campaign, we are embracing a powerful idea that every gamer understands: the games you play are more than just entertainment—they are alternate realities.
A portal to new worlds
There’s a theory that just beyond the world we see and touch, countless other dimensions and universes exist, waiting to be discovered. Gamers are natural explorers, driven by a desire to seek out new experiences and immerse themselves in these other worlds.
This campaign positions Alienware as that very portal. We wanted to create something that felt real, something that would make people question what they were seeing and spark a conversation. The goal was to break through with a discerning audience that appreciates creativity and innovation. This led us to a disruptive and exciting new approach.
Iconic brands, intersecting realities
To bring this idea of intersecting realities to life, we knew we couldn’t do it alone. We sought out partners who are not only iconic in their own right, but also share a spirit of innovation. We are proud to have collaborated with three of the most recognizable brands in culture: Ford, Aflac and Wendy’s.
Together, we are “glitching” their well-known commercials with scenes from incredible gaming worlds. For a fleeting moment, as you watch a Ford Bronco navigate rugged terrain, see the Aflac Duck on a mission, or spot a fresh Wendy’s burger, you might just get a glimpse into another dimension. These brief, disruptive moments are designed to make you wonder if you just saw what you think you saw. They blur the lines between our reality and the gaming worlds that lie just beyond.
Choosing these partners was deliberate. Ford represents power and adventure. Aflac, with its iconic advertising, is an instantly recognizable symbol of steadfastness to millions. Wendy’s is known for its bold and playful personality. By weaving Alienware into their stories, we are creating a shared experience that feels both familiar and otherworldly, reinforcing Alienware’s position as an innovative force that can bridge dimensions.
Creative partnership in action
Bringing such an ambitious vision to life requires a strong creative partner. VML’s creativity and execution was essential in developing a campaign that is bold, disruptive, and a true departure from traditional advertising. Together, we have crafted a unique experience that we believe will resonate deeply with the gaming community and beyond.
With this new campaign, we are celebrating the passion of gamers and reaffirming our commitment to providing the most immersive and powerful way to enter the worlds they love. We are establishing Alienware as the optimum way to not just play a game, but to truly live it.
The journey begins now. We invite you to keep an eye out and see if you can spot the glitches in reality. You might just discover that a new world is closer than you think.
