Dell is preparing to launch its new advertising campaign – one that wildly deviates from its traditional formula of dull but tactical promotion, as the direct sales vendors looks to take back market share from the channel and in particular, HP.

The commercial, which focuses on its new XPS gaming laptop, has supermodels assembling the computer. The difference between advertising strategies is so great that it led Brand Republic to say it made: "Hewlett-Packard['s campaign], 'The computer is personal again', look a little stale."

The vendor has seen its market share fall in recent months with analyst firm Canalys' CEO Steve Brazier suggesting Dell's reliance on direct sales would see its share continue to dive.