Dell is seeking to increase its consumer presence with the launch of an ultra-light laptop. The Adamo range is due to be launched this spring.
The PC manufacturer is looking to steal back share from rivals, who have already launched leaner, faster and more efficient new models.
Michael Tatelman, vice-president and general manager for sales and marketing at Dell’s consumer arm, says Adamo will be positioned as a premium brand.
The range will compete with the popular Apple Macbook series, but will be positioned against the Macbook Air model, using similar advertising that focuses on the machine’s slimness and style.
The TV and press ads have been created by Enfatico, the WPP-created agency set up to service Dell, and will break around the launch.
The Adamo laptop was unveiled at the Las Vegas Consumer Electronics Show last week. The computer giant also launched a ten-inch screen netbook designed for users on the move. It is aimed at people who want to use such devices for work.
The new product launches come as Dell aims to save $3bn (£1.97bn) of costs in the next financial year. The company says it has had to review operational costs in response to the expected downturn for personal computers and laptops.
The company recently announced it plans to shift its European manufacturing facilities from Ireland to Poland, with the loss of 1,900 jobs.