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Creative Hewlett Packard Enterprise Creative Works

HPE and Publicis New York turn tech naysayers into ‘Yeasayers’ with latest campaign

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By Kyle O'Brien, Creative Works Editor

April 5, 2017 | 3 min read

In the IT world, there are plenty of reasons to not tackle the more complex issues, including false assumptions, fears or technical issues. Hewlett Packard Enterprise (HPE), along with Publicis New York, has come up with a new campaign that turns IT naysayers into ‘Yeasayers’.

Bobblehead Brian

Bobblehead Brian becomes a yeasayer for HPE Hybrid IT

Two 30-second broadcast commercials, directed by Wayne McClammy of Hungry Man Productions, mingle wit and insight to address the major pain point in the category head on: the disconnect between what businesses want to do and what their technology environments can enable. The answer is Hybrid IT from HPE to help push past limits and act as catalysts for growth.

One spot, titled ‘No Bot’, shows a sweater-clad robot roaming around the office, saying no to any tech question the staff may have. The robot is a metaphor for legacy technology, but the solution is the Hybrid IT technology, which turns the naysaying robot into a yeasaying IT manager named Michael.

Hewlett Packard Enterprise: advert-body-1 by Publicis New York

By Hewlett Packard Enterprise

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A similar spot, ‘No Bob’ (above) finds a motorized bobble head named Brian bobbing his head no at office worker IT questions. The no turns to yes with the introduction of the technology, and Brian un-bobbles to become human.

“With help from HPE we can finally work the way we want to,” he says.

Chief creative officer, Publicis New York, Andy Bird, commented: “This is a very exciting moment in time for HPE. They are helping companies transform their businesses, while transforming their own. What is really exciting for us, as their agency partner, is how HPE is transforming the way they advertise, putting the customer at the center and speaking to true business obstacles in a relatable, honest voice. The ‘Yeasayers’ work cuts to the heart of a real pain point with candor, and just the right dose of humor.”

The global campaign is powered by the Publicis ‘Power of One’ approach and leads with a digital model. The work will appear in the US, UK, Germany, France and Japan. Digital work will run in an additional 14 countries.

Creative Hewlett Packard Enterprise Creative Works

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