HP Uses Faceless Celebrities

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Hewlett Packard 'Jay-Z'
Hewlett Packard 'Jay-Z'
HP and Goodby, Silverstein & Partners' latest campaign launched on TV this weekend with a pair of spots featuring celebrity spokespeople, though you wouldn't know it by looking at them. In the spots, the celebrities—mogul Jay-Z and snowboarder Shaun White—talk about the ways in which they use their computers with hand movements that demonstrate features hidden inside their computers. No famous faces are seen, though as the spots progress, identities are illuminated. "You focus on the content and what is being pulled out of the computer," says creative director Steve Simpson. "[The campaign is] focused on the central idea that our autobiographies are told by what's on our hard drives. The bonus is that for the first 45 seconds, it's a guessing game. In the case of Jay-Z it might take you a little while to get there. There are some clues that are obvious and others that aren't. People wouldn't know that he plays chess online." The campaign also features print and online executions, including an mtvU collaboration on a show called "Meet or Delete," which shows college kids picking dates based on the contents of their hard drives.
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