HP: The Computer Is Personal Again
Hmmm, several blogs are calling out the new HP series today. I'm a little undecided on the campaign:
- Big plus: The look is very cool. The celebs are intriguing. It's definitely a watch-multiple-times, really-pay-attention-to creative approach.
- Big minus: The spots are like brand ads for a product ... all soft and fuzzy; there are no benies, no new bells & whistles. Worse, all the "cool" factor is the software (not included!). My guess is that they're taking on
MACMac's differentiator headon - the PC can be cool, too.
Lovely to watch. See more.
Update: Check out much smarter post over at The Ranch.
Agency: Goodby, Silverstein Partners
thank you so much. i'm doing a marketing assignment on hp and need to analyze their tv-ads and their campaign in general, and this site helped me a lot. thanx again
Posted by: nina | September 29, 2007 at 04:39 AM
what i luv:
-the focus is on the product, it's speeds and feeds in layman's terms
-CG at it's best. if you're not a geek for this, you really wouldn't even notice it which is a good thing
-catchy headline....recall and connect is definitely a plus
-great concept, great possibilities for sustainability
possible downfalls:
-if you're not watching it, the music bed is very apple-esque...you won't realize it's HP until the very end
-not a big fan of the hand...not sure how it really relates to the campaing.. the font i get, the hand...not sure
Posted by: MC | August 27, 2007 at 04:36 PM
you should check out this article. it tells you the truth behind the HP - Personal again campaign
http://www.marketinglocus.com/home/blog.php?id=3
Posted by: HP- Personal again? | January 21, 2007 at 03:59 PM
Who is that in the most recent spot????
The first guy is a college student, the second is JayZee and who is the 3rd? Is he a rapper?
Posted by: Carol | July 28, 2006 at 05:53 AM
This is beginning to happen in the tech sector. Brands are beginning to realise that commoditised, speeds and feeds based marketing only gets you into a price war. Intel have moved away from talking about processor speeds in favour of Centrino and Viiv etc – you now have to look hard to find out how fast the processor you’re buying is! And now HP is doing the same. They’re simply moving the fight away from Dells price based comfort zone. HP is, after all the worlds biggest shipper of PCs (though most people think its Dell) so if anyone can use this approach they can… Like or loath the approach I think it’s based on sound logic and is probably long overdue. And if you look at the numbers it seems to be working.
Posted by: Kris | July 21, 2006 at 04:36 AM
It's deffinitely a step in the right direction for HP, stepping out of Dell's "Speeds & Feeds" marketing approach. They've even put a feature on hp.com/personal where you can create your own version of these ads, which is fairly cool.
Posted by: Adgeek | July 20, 2006 at 01:24 PM
I like the spots, but I wasn't a big fan of those image frame spots HP did a while ago. This is just an evolution of those.
Posted by: Pat Smith | July 14, 2006 at 06:41 PM
yeah looks cool and stylish but it's like, huh? also since when did creative people use pc's.
Posted by: Matt | July 13, 2006 at 04:42 PM
I hate to be a spelling nazi, but the MAC thing drives me crazy.
Mac/Macintosh = personal computer
MAC = media access control (address)
Both are computer terms, and they mean completely different things.
But the point about the ads was 100% on: it seems like an attempt to give HP some of the emotion Apple evokes. US PC manufacturers are in a difficult spot right now -- squeezed on the low end by Lenovo and on the high end by Apple. I wouldn't be surprised to see Dell try something like this in the near future.
Posted by: sam | July 13, 2006 at 03:40 PM