Directed by Jim Jenkins of O Positive, commercials in a new campaign for HP from Wieden+Kennedy, Portland, Ore., center around an old-school business magnate who lectures us on how to get ahead. But soon, his long list of cliches and jargon-laced maxims fall apart as the modern workers of the world show us what success looks like today with the help of HP Hybrid tools.
This anthem spot is titled “Work Happy,” which is also the name of the overall HP campaign.
Client HP Agency Wieden+Kennedy Portland, Ore. Ana Balarin, Hermeti Balarin, John “JP” Petty III, executive creative directors; Christen Brestrup, Bertie Scrase, creative directors; Alex Nassour, art director; Alex Maleski, copywriter; Orlee Tatarka, director of production; Mauricio Granado, sr. producer lead; Charleston Chambers, associate producer. Christina Kim, Mimi Munoz, Sabrina Reddy, creative operations; Lis Moran, design producer; David Chathas, Jason Scheuermann, designers. Production Company O Positive Jim Jenkins, director; Thaddeus McCants, director (of the "After School" spot in the campaign); Ralph Laucella, exec producer; Marc Grill, line producer; Trent Opaloch, DP; Jason Edmonds, production design/art direction; Greg McCollum, 1st AD. Editorial Arcade Geoff Hounsell, editor; Fernando Raigoza, assistant editor; Megan Dahlman, post producer; Crissy DeSimone, post exec producer. VFX KEVIN Tim Davies, executive creative director/partner; Steve Gibbons, 2D lead artist; Ben Smith, Dag Ivarsoy, Clarke Rives, Gavin Camp, Rob Winfield, Steve Cokonis, Susanne Scharping, 2D artists; Miguel Delcan, designer; Andrew Cowderoy, VFX producer; Sue Troyan, sr. exec producer/partner; Pete Smith, shoot supervisor. Color Company 3 NY Tom Poole, colorist; Alexandra Lubrano, sr. color producer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, producer. ABKCO Music & Records, Inc,, publisher; ABKCO Music & Records, Inc., label. Track: “Fascinum” by Selvio Cipriani, artist/writer. Sound Design/Mix Field Day Sound Morgan Johnson, sound design; Noah Woodburn, mix; Leslie Carthy, exec producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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