D&AD – Hewlett Packard
The Brief:
“Present an idea which promotes HP Workstations ability to bring to life anything the creative mind can conceive.
Proposition: Explore More with HP Workstations
Tone of voice: A language of discovery; exciting and with limitless possibilities. Optimistic and uplifting.”
Solution
My idea is based around HP’s excellent customised computers. They have put a lot more into tailoring their products for the users specific needs.
Tailoring. I took this single word and ran with it…to the tailors (ha!). The advert features the customer wearing his computer as a suit. The suit is uncomfortable and doesn’t give him what he needs at all. He visits a saville row tailors and a lovely HP employee asks him about his requirements.
He is measured up and leaves feeling satisfied. The advert would ideally feature some ‘Mitchell and Webb’ dry humour, maybe even make both the characters male and have Mitchell and Webb do the advert. Anyone got their number(s)?
Storyboard for TV ad
Web Banners – To continue with the tailoring theme, the online banners will feature a mini game allowing the user to alter the clothing of the computer-suited man by clicking on the arrows. Certain combinations will take the user to a dedicated HP website containing offers.
Web Banner idea
Web Banner on the PC World Website
Here is the script from the storyboard:
Action – The male character walks into a Hewlett Packard (HP) store, which has it’s similarities to a ‘Savile Row’ tailors. The male character is wearing a computer suit which includes a screen over his head, keyboards over his arms and other old computer parts around his body. He is struggling to walk due to the suit restricting his mobility.
Sound – Passing traffic outside
Action – The male character enters the HP store and due to lack of mobility, trips up the step to the shop counter. He is then met by an attractive female HP employee who smiles at him warmly from behind the counter. As he lifts himself up and talks to the employee, he looks down in distain at his current suit.
Speech -
Male Character: “I need help! This computers awful! It’s restricting me in everything I do! Is there any way you can help me“?
Female HP Employee: “Lets see what we can do!”
Action – The HP employee leads the man into a ‘fitting area’, where the employees of HP begin to measure him up for a newly fitted suit. Measuring around his legs, arms, shoulders etc etc.
Voiceover – “Here at HP, we’re dedicated to helping you reach your full creative potential, by building you your own tailor made PC, specifically around the programs you use most to allow you to create . . . whatever your mind can conceive“.
Action – The character, now in his newly fitted computer suit, is standing directly in front of a mirror, admiring his reflection. He leaves the shop and manages to negotiate the step this time, then turns around to smile at the employee. As he turns back, he hits his head on the door. Pushing his face against the glass.
Voiceover – the voice over from the previous board would just be ending at the male character hits the door of the shop
Action – There is a completely blank background and a small blue circle enlarges into the large blue ‘Hewlett Packard workstations’ logo, reading underneath, the HP mantra, ‘the computer is personal again’.
