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Hewlett-Packard Co.

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Company: Hewlett-Packard Co., Palo Alto, Calif.
Agency: N/A
Market: IS
Quick chase: Brilliantly colored columns that form the number 50 rise against a deep black background on the landing page of this ad for the HP OfficeJet Pro. The image performs double duty because it not only underscores the kind of color that the printer can produce but it trumpets the percentage of savings users might realize over printing on a laser system. Talk about making a benefit stand out in bold relief. Use of primary colors contributes to this ad's visual dynamism.
Clue: Visitors can click a horizontal bar near the bottom of the landing page for a quick look at the full line of OfficeJet printers. But the thumbnail images are too small and no match for the colorful, oversized numeral that holds center stage.
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