Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.



Published on .

HEWLETT-PACKARD CO. Agency: McCann Erickson, San Francisco This ad for the HP Folio, “the business ultrabook,” features a most clever headline: “Batteries that quite too soon are annoyi.” The headline offers a very nice dramatization of the problem we all have with our laptops, and the body copy delivers the solution: Folio offers “up to 9.5 hours of battery life, the longest of any ultrabook.” We also like the nice, clean photo of the laptop and the soothing blue background. Now, if this ad only offered a product businesspeople were clamoring for, like a tablet. Rating:
Most Popular
In this article: