HP: advert-body-1 by FF Los Angeles & FF New York
- Location:
HP’s marketing reinvention, as a brand, is centered on creating and delivering emotional resonance based on insights. The key insight behind the new spot, ‘Dad’ finds that in the age of the smartphone and social media we’re more connected than ever, but also lonelier than ever.
We’re taking more photos, but we usually only experience them for fleeting moments online. Printed photos, however, due to their tangible, lasting nature, help us stay connected in deeper, more meaningful ways, according to HP.
The ‘Dad’ spot shows a young father holding his infant son, introducing him to his grandfather. We see the child reaching out and touching the hands and face of the older man as the narration says, “he’s my dad, just like I’m your dad…and without him, we wouldn’t be here.”
The camera pulls back again to show that the two are actually looking at a photo of the grandfather, who has since passed away. It’s a touching moment that shows that technology has a human side that can bring people together.
Credits
Client: HP Inc
HP WW Marketing Team: Vikrant Batra , Ladd Martin, Laura Morris, Amy Rowan
Creative Agency: FFNY
CCO: Fred & Farid
Creative Director: Laurent Leccia
Art Director: Jon Barco
Copywriter: Gabriel Sehringer
Agency Account Team: Amanda Hellman, Sara Katherine Rich
Director of Business Affairs: Lisa Rosario
Executive Producer: Amanda Van Caneghem
Production Co: Tool
Director: Rachel McDonald
Director of Photography: Emmanuel "Chivo" Lubezki
Producers: Brad Johns, Martha English
Editorial: Final Cut
Editor: Amanda James
Producers: Lena Lobel, Sarah Roebuck, Michelle Corney
Color: Company3
Colorist: Tom Poole
Music and Sound Design by Q Department
Sound Mix by Machine
Audio Producers: Kyra Hendricks, Alek Rost
Sound Mixers: T. Terressa Tate, Hunter Berk, Amanda Fuentes
VFX Team: Dirk Greene, Aska Otake, Phil Brooks