Dell Inc. launches a new branding campaign dubbed ‘More you’ on Friday. The new campaign follows the leading computing giants’ trend: it doesn’t talk about technology.

It’s aim is technology personalization and the focus is on the specifications of products. Dell hopes to inspire customers to think about features and how they can be used.

According to Nasdaq, one of the spots, features a teenage girl talking about how she uses a Dell laptop to video chat with a boy she has a crush on. In another, a grandmother explains how she keeps in touch with her family using a Dell smartphone.

The ads will use the real names such as ‘Derek’ or ‘Sarah’ in the same lettering used by Dell, showing how people use their technology in their daily lives. This is the way Dell aims to reach its target audience: affluent professionals, gamers, students and families with kids.

«We realized it was important to connect more emotionally with customers,» said Paul-Henri Ferrand, who heads Dell’s consumer marketing efforts. «Most competitors are neglecting the fact that technology is empowering people’s lives.»

Dell’s reputation has fallen over the past three years and trails rivals Hewlett-Packard Co. (HPQ) and Apple in key areas such as perceived quality, reputation and overall satisfaction, according to BrandIndex, a daily tracking service. However, in recent months Dell’s image has recovered slightly, and the company hopes to develop the trend with the new ad campaign. The new attempt follows its larger corporate branding effort called ‘The Power To Do More,’ launched last month.

The ad series was created by Sid Lee agency, based in Montreal.