The company’s goal is to convey the depth and breadth of its capabilities and services within US culture. The US-only TV and online ads will first run March 13 and continue for eight weeks.
The episodic spots feature celebrities including Rhys Darby of HBO’s Flight of the Conchords, rapper and producer Dr. Dre and photographer Annie Leibowitz. They also feature companies such as UPS and DreamWorks, detailing how HP technology is used internationally across industries and disciplines.
“Many people don’t know they’re affected by HP every day. A lot of people think they’re just a printer company, so the campaign’s goal is to have people walk away thinking ‘I didn’t know HP did all that,’ and having an emotional connection with the brand,” said Matt Jarvis, partner at 72andSunny.
The campaign will have a strong presence during the NCAA Men’s Basketball Championship tournament due to the wide breadth and reach of the event, according to Jarvis.
The agency won HP’s business after an RFP process that began in December, but Jarvis could not expand upon the official relationship between HP and 72andSunny. HP’s media AOR, OMG, handled media buying for the campaign.
“72andSunny came to the table with a very powerful cultural and brand insight, they understood there is a revolution of doing afoot which is 100% in line with HP’s commitment to collaboration and outcomes,” said Glenna Patton, VP of brand strategy and experience design, HP.