HP's holiday campaign this year encourages families to "get real" and ditch screens this holidays for a whole bunch of "printable" activities.
The campaign, by Goodby Silverstein & Partners, kicks off with a spot helmed by Hollywood director Michel Gondry that turns the "12 Days of Christmas" song into a parable sung by a little girl about how much time we spend on our screens over the holidays (according to HP, that's over 250 hours). There are “teens-a-texting,” “lads-a-liking,” and "swipers swiping" and the scenes include not only kids, but adults, teens and even Santa sharing, scrolling and bingeing. However, half way through, when the girl's phone battery starts to run out, we're offered up some alternative, screen-free activities, including baking, playing with paper airplanes and creating other fun out of printed products. The effort follows Goodby and HP's earlier spot from last month that warned of the dangers of digital over-consumption.
HP also partnered with artists and influencers to develop over 250 hours of printable activities. The “Print the Holidays” content is available at hp.com/getreal. As well as comic books, original coloring pages, holiday bingo, "Star Wars" and "Frozen" content from Disney and recipes from AllRecipes.com, there's also a paper airplane designed by Gondry himself.
Gondry, whose Hollywood movies include "Eternal Sunshine of the Spotless Mind," is no stranger to holiday campaigns—he directed the John Lewis Christmas ad, "Moz the Monster," two years ago. See him discussing the campaign in the Behind the Scenes video, below.