HP Inc. is launching its 2016 holiday advertising in support of the new HP Spectre x360. The advertising continues the brand’s “Keep Reinventing” platform and tells the heartwarming story of two brothers–Zac, a musician, and his deaf younger brother, Rich–and how music and the HP Spectre x360 helps bring them closer together. The tagline is “Reinvent Giving.”
Directed by Seb Edwards of Academy Films, the spot was created by AMV BBDO in London and is airing on television in the U.S. and online in the UK, as well as on HP social platforms. Featured in this ScreenWork coverage, the long-form version of “#ReinventGiving/Brothers” will run online only.
The campaign will be further supported by a website and app entitled “Sound In Color” which uses an original algorithm to allow the user to record any sound – such as a baby’s cry or a whispered “I love you” — and turn it into a unique artwork that can be printed on to canvas, or shared via social media. The website and app will become available in the run up to Christmas.
Client HP Agency AMV BBDO London Jay Philips, art director; Neil Clarke, copywriter; Verity Elvin, producer; Lisa Stoney, David Murray, planners. Production Academy Films Seb Edwards, director; Ben Roberts, producer. Postproduction The Mill Audio Post 750mph
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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