Yeah man, rub it for a little with something like a Q-Tip. I had a stubborn dead pixel when I bought my iBook and it took about 4 minutes but I did manage to work it out. It may not be dead, just 'stuck.'
I do, however, have 2 dead pixels that won't come out. One red and one blue. Oh well .. that's life I suppose. Does anyone know at what point (read: how many dead pixels) would I would be able to call Apple about a fix?