Many brands use back-to-school ads to showcase flashy clothes and products that’ll appeal to students and parents. But this year, Dell went a step further. Rather than focusing on products, Dell tells the inspiring story of its “New Expert,” 22-year-old physicist Taylor Wilson. At the age of 14, Wilson was the youngest person to produce nuclear fusion. This ad doesn’t just promote Dell, but it inspires those going back to school to take hold and become the “New Experts” in the various fields they study in.