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American Morning
The Dell Guy Gives Dell A Boost Computer Industry Slowdown
Aired January 31, 2002 - 09:39 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
JACK CAFFERTY, CNN ANCHOR: Call him the Joe Isuzu of the computer world, sort of a cross between Eddie Haskell of "LEAVE IT TO BEAVER" and the kids from "BILL AND TED'S EXCELLENT ADVENTURE." We're talking about "Steve, the Dell Guy." He's become the perfect pitchman, generating some serious buzz, helping Dell computers turn it into serious cash.
Personal computer sales, industry wide, down 31 percent during the first three quarters of last year. Nevertheless, Dell's market share increased another 16.5 percent, more than double the rate of growth of the previous year. And it's the Dell Guy that's getting a lot of the credit for helping Dell make major inroads into the consumer market.
Here's Jason Carroll with more.
(BEGIN VIDEOTAPE)
BEN CURTIS, ACTOR, "STEVE, THE DELL GUY": Dude, you should've asked for a Dell.
JASON CARROLL, CNN CORRESPONDENT (voice-over): Who can forget that phrase, that stroke of the chin.
UNIDENTIFIED FEMALE: Dude, I want a Dell.
CARROLL: Certainly not the people at Dell who created "Steve,the computer guy." He's now a character with cult status.
(on camera): Did you have any idea that the commercials would become what they have become?
CURTIS: Not at all. I mean it's been -- it's total shock. I mean -- I can't even -- it's still a mystery to me.
CURTIS: Hello Mrs. Lindsey.
CARROLL (voice-over): The premise is simple. Young guy gets people to buy, and not just young people.
UNIDENTIFIED MALE: I think he's the terrific. I think he's the best thing since sliced bread.
UNIDENTIFIED FEMALE: Really? CARROLL: Why is it so successful? It could be something in the pitchman's eyes, or eyebrows, but mostly people just like the humor.
CURTIS: Sporting the warm polyester in January here in New York.
CARROLL: And the guy who's cracking all the jokes.
UNIDENTIFIED FEMALE: The guy for the computer.
CARROLL: The guy's real name is Ben Curtis, a 21-year-old Tennessee native studying acting at New York University.
CURTIS: Sure. You jump in real quick.
CARROLL: He so popular, it was tough to finish a Times Square photo shoot.
UNIDENTIFIED MALE: I want a dell, dude.
CARROLL: Without someone shouting or running over...
UNIDENTIFIED FEMALE: Can I have a hug too?
CARROLL: ...to grab a little bit of Ben.
UNIDENTIFIED FEMALE: He's in a Dell commercial
CARROLL: Dell says sales jumped after the half dozen spots started airing a year ago but won't say by how much. And Dell says its recognition factor doubled. Remarkable say industry observers.
TODD WASSERMAN, BRANDWEEK: And there's nothing else going on right now that people talk about like this in the advertising world.
CURTIS: We found an energy that a lot of people can appeal to. And if you don't hate it, you can laugh at it.
CARROLL: Dell hopes people keep on laughing and buying. Ben does too. He's not sure how long his character will last, but he plans on enjoying the perks along the way.
Jason Carroll. CNN. New York.
(END VIDEOTAPE)
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