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HP gets even more personal
—Posted by Catharine P. Taylor |
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July 13, 2006 | Permalink |
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» Goodby Rides Again from AdPulp
Goodby's latest effort for HP, wherein "the computer is personal again" is good stuff. Adfreak's Catharine P. Taylor calls the work "an artful paean to how personal our computers have become, stuffed with our journal entries, MP3 files and vacation... [Read More]
Tracked on Jul 14, 2006 10:57:56 AM
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the executions feel kinda clumsy. it's obviously not the actual celebs doing the hand work. it feels like the client paid for the celebs, but couldn't afford to have them appear on camera.
for me, these are the kind of spots that seem like a good idea as storyboards, but fall down in production. but that's just my opinion.
Posted by: HighJive | Jul 13, 2006 11:17:23 AM
I think they are true. Watch that making off : http://www.youtube.com/watch?v=Mu0b348A1CU&search=hp%20shaun
Posted by: Guillaume | Jul 13, 2006 11:49:01 AM
The TV ads have improved since the already-forgotten-but-no-doubt-critical-to-excite-consumers-about-the-hew-HP "Anthem" spot and the insipid Shaun White launch ads. But...
As a viewer I'm wondering whether these are just paid spokespeople? do Burnett or Cuban or JayZ actually use HP products or was this par for their course? I don't believe anyone says in the ads, "I bought (or use) HP". (hmm. what about Goodby? were these spots produced using HP technology?)
I get what they DO with their computers - but we can all do those same things on Mac or Dell or IBM or no-name pc's. These are nice digital lifestyle expression ads (demonstrations) that prove the personal importance of cool applications, software - but where is HP's contribution?
Do we believe these guys use HP Image Zone on an HP Media Center PC to manage those pictures? I don't sense from the spot that Shaun White won the Olympics wearing an HP-versioned iPod synched with iTunes on his Pavillion laptop. (btw, why all guys?)
As for the hyped global integration of this campaign? IMHO I don't see as good an integration as the HP+ (Plus) campaign...which meant partnership and collaboration. Visually, the hand is okay and sort of fun looking, but lost in TV and overwhelming everywhere else - and the image doesn't differentiate the value or make me want to buy.
Operationally, if it's a "global campaign", where are the micro-sites and tv spots for the non-US HP websites? Maybe I missed it, but I just checked a few larger countries and could not find anything about being HP being Personal Again, let alone global ads. My guess is all those corporate people who used to do that are now busy creating new product collateral sheets.
Posted by: Ed O'Meara | Jul 13, 2006 1:23:17 PM
ok, guillaume,
based on the video, maybe the celebs did their own hand work. but it still looks clumsy. especially the jay-z version. the video showing the making of the commercial is more engaging than the commercial. shaun white is a really cool guy to look at — why hide him in the spot? it all seems like such a rational demo, which is odd coming from goodby.
Posted by: HighJive | Jul 13, 2006 3:18:03 PM
I'm with you Ed O.
That was my first thought- that it's doubtful that these guys use HP.
And that there's no reason why my HP computer running Windows XP is any more or less personal than a similar Dell, Lenovo or generic model.
Nice spots though, if you don't think too hard about them.
Posted by: Alex Cross | Jul 13, 2006 4:21:03 PM
i guess that i am the only one that thinks that these commercials are brilliant... i also like their commercials for their photo printers... different, again brilliant... i always stop on a dime to watch them... i don't even care if they are using the computer or not... like what celeb actually uses the products that he/she endorses? for me, it is about the creativity... not the celebrity...
thanks for sharing the URL about the making of the commercials... jwh
Posted by: jwh | Jul 13, 2006 6:51:02 PM
I think they're pretty sweet. My fav is the Shawn White one. I really like Jay-Z too, but he talks so slow, it could've been a 15 if he read it faster.
My buddies (non-ad people) keep asking who does the HP ads, so I guess that means something.
As for what people are saying about it working with Dell, etc. Well, all computers nowadays are practically the same, the only difference in branding. I guess I don't think it feels right if it was Dell or IBM. It would seem off.
Posted by: Tom Tom | Jul 13, 2006 9:33:07 PM
These are great spots.
Posted by: anon | Jul 13, 2006 9:37:58 PM
Posted by: rss | Jul 13, 2006 11:34:38 PM
Guillaume's points above make sense, but this is a significant shift from the processor speed-based pitches that have traditionally defined PC marketing. As for micro-sites, there is a component of hp.com/personal which allows you to create your own version of these ads (go to Exclusives from the campaign website). The viral nature of this should spread beyond borders.
Posted by: | Jul 20, 2006 1:49:45 PM
