Goodby Breaks HP Brand Campaign

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HP always get its man.
Hewlett-Packard and Goodby, Silverstein & Partners today began rolling out a broad new branding campaign for the computer manufacturer, featuring print ads, a redesigned website and three new television spots that show how HP helps its customers realize that "everything is possible."

In the campaign's "Anthem" spot -- directed by's Ralf Schmerberg -- "plus" signs flow through vignettes of HP clients, such as Dreamworks, to illustrate the campaign's equation/tag: "+ hp = everything is possible." In another spot, directed by Academy Films' Frederic Planchon, we see an astronaut strolling through his neighborhood, driving home the point that HP helps scientists bring space explorers home safely. A third spot -- directed by Fredrik Bond in his first work for MJZ since switching from Harry Nash -- shows an international criminal being snatched from a bar and into custody by a gigantic cursor representing the long digital arm of the law.

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