Time to shit on an ad campaign.
Yes it's cute, mildly informative and does technology in a simple, non threatening way. But maybe that's the problem. It's too simple. Somehow HP doesn't come across as a cutting edge giant of Silicon Valley like Apple or Google or Intel.
So what's the problem? Let's begin with the spokesman. Rhys Darby makes former HP CEO and laughing-stock senatorial candidate Carly Fiorina look like a sage. He comes off as an annoying, poor imitation of David Letterman playing an ignorant goofball. The shtick gets tired very quickly and quite frankly undermines the supposedly amazing revelations.
Then of course there's the odd celebrity thrown in. And I do mean odd. Anne Liebovitz seems a particularly strange choice, given her current financial woes. Unless HP can offer brilliant financial advice, I'm not sure how they can really make her life better. Dr. Dre may be achingly cool to some, but this is the man who pitches Dr. Pepper on the side. Need I say more.
Thirdly, comparative brand campaigns. Like HP, Intel has a quirky and personable campaign that also does technology in a non threatening way. They, however, got the balance just right between irreverence and smartly advocating their brilliance. You can't beat mail delivery robots. As a result Intel feels like the brand that's doing something amazing.
IBM's "Smart Planet" campaign, like HP, strives to offer real solutions through better technology. For IBM though, the solutions are big, like helping world class cities fight crime more effectively, as opposed to being able to execute a print command from your cell phone. In bringing the world together rather than random individuals like a photographer or a musical artist/producer, IBM technology again seems to be doing something far more amazing.
Sorry HP. Better try next time. And that said I'd still love to work at 72andSunny.
1 say something:
A little harsh there, godpoop. I mean it's one more brand campaign than you've done lately.
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