The HP spot "Dads and Daughters" breaking today as part two of the company's "Reinvent Mindsets" campaign was inspired by a conversation Antonio Lucio, the company's global chief marketing and communication officer, had with the third of his five daughters when she was interviewing for a job in New York. Clara told him he should see the kind of stuff posted online as tips for women going on job interviews.
It was awful, and led to the two-and-a-half minute video, in which dads are handed a piece of internet advice to read to their daughters, and an animated, affectionate discussion ensues between each pair. Those interview tips include "Don't be aggressive," "Don't be too chatty; women tend to talk a lot during interviews," and "Don't be upset by a sexist remark or question."
The "Reinvent Mindsets" campaign debuted in April with a video showing a series of black job candidates on interviews that conclude with the dreaded words "We'll be in touch."
The spots end with Lesley Slaton Brown, HP's chief diversity officer, explaining that HP is training all its hiring managers to reduce unconscious bias.
Lucio said that the third installment will focus on the GLBT community, followed by a Hispanic spot. Next year, his plan is to make "Reinvent Mindsets" a global platform, starting with a few key markets, he said.
"The campaign shows we understand the challenges all these groups are going through and are working to overcome unconscious bias," he said. Since the first spot, targeting bias against African-American job seekers, "We're seeing a significant increase in the number of resumes we're getting from that population."
HP is also monitoring the pledges Lucio asked HP's agencies to make to include more women and minorities in management positions. He noted that a female director, Jillian Martin, shot "Dads and Daughters" and that it was created by a Brazilian copywriter, Adriana Leite, at Fred & Farid, the agency behind "Reinvent Mindsets."
"We finally have female creative directors we didn't have before, women leading strategy, and Free The Bid to increase the participation of female directors on our business," Lucio said.
Like the first video, "Dads and Daughters" is being posted across digital media, including paid social.
"We have to take this one at a time to do it right," Lucio said. "You have to be very authentic and transparent. It's about selling who we are and what we want to become."