A new campaign by HP, ‘Keep It Human,’ speaks to the role technology plays in Gen Z's daily lives and addresses the appeals and problems that 18 to 24 year-olds have with their devices. It’s grounded in a core insight that technology should not diminish or replace humanity, it should enhance it.
A series of ads by HP and agency FF LA shows a selection of Gen Z laptop users and the various, and sometimes silly ways they use their devices, and the webcam kill switch and a new flexible laptop are highlighted.
In ‘Be You’ the focus is on those moments when people let down their guards and just be themselves. We see a girl in a bathtub making designs with her shampooed hair as her cockatoo looks on next to her laptop, along with a guy in front of his laptop putting cheese curls in his nose, a girl flossing, a couple eating cake and several people exercising with abandon. The tag states “Be You. Nobody’s Watching” as it centers on the simple kill switch on the outside of the computer.
‘There’s a Better Way’ shows the various creative ways people try to cover their webcams, from gum to adhesive bandages to stickers and sticky notes. A text over states “This is silly,” then shows the simplicity of the kill switch.
A third spot, ‘Hang However,’ shows the various contortions and positions young people can get into when consuming digital content on the flexible x360 Hinge laptop, from practicing yoga to couples lounging on one another, to being on the floor, hanging off the bed or brushing teeth while lying down.
Agency: FF LA
Director: Adam Hashemi
Media Agency: PHD