HP continues to press our emotional buttons with its "Keep Reinventing" campaign. After previous efforts including a back-to-school tearjerker and a heartwarming tale of a little girl's kind neighbor, its Father's Day ad is a genuine weepie that might just get you, right there.
The spot, by FF LA-NY, depicts a father telling his baby there's someone he'd like him to meet. He carries him into another room and introduces him to his grandfather; the baby reaches out and seemingly touches the elderly man's hand. But when the camera pulls back, we see it's actually a printed photo of the grandfather he's touching. The breeze flutters through an open window, underlining that the grandfather has passed away. It's a deceptively simple creative idea about the power of a photograph, beautifully executed by director Rachel McDonald and director of photography Emmanuel "Chivo" Lubezki, both of Tool.