It's very likely there are no rational purchase decisions. People work on emotion. Yet, product messages, by definition, are product-driven. "Purely Dell" is a campaign that attempted to give people a personally appealing reason to consider (or re-consider positively) Dell for their computer. 

The challenge of creating retail broadcast for Dell was to get beyond a low price message. Make the value of Dell computers meaningful to customers by the fact they afforded the ability to have a computer built according to the customer's interests and specifications.

One of the central constraints here was how to turn product focused advertising into something a person could connect with.  

So, instead of thinking outside the box, I accepted the box and put the thinking on it via: "Your Fingerprints Are All Over It Before You Ever Touch It."

For a student message, we de-coded the formula for identity with two paths to being cool.

"Blend in. Or Stand Out." 

For AT&T (Cingular brand) Wireless they introduced a unique charger product that also forwarded calls. This time, although the product and its features were the key theme of the brief, the story tickled the familiar feeling that comes when your phone isn't where you reach (and how things can come apart.)