HP taps Michel Gondry to direct a (scary) modern-day version of the '12 Days of Christmas'

The campaign from Goodby Silverstein & Partners offers alternative to screen time over the holidays with 250 hours of 'printable' activities

Published On
Nov 12, 2019

Editor's Pick

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. 

 
 

Credits

Date
Nov 12, 2019
Client:
HP
Agency:
Goodby Silverstein & Partners
Chief Marketing Officer of HP:
Vikrant Batra
Global Head of Marketing Print:
Deepak Masand
Head of Global Marketing Print Hardware Systems:
Ladd Martin
Manager Global Consumer Print Marketing Team:
Laura Morris
Global Marketing for Consumer Print:
Amy Rowan
Global Print Program Manager:
Amy Witkop
Co-Chairman and Co-Founder:
Rich Silverstein
Creative Director:
Will Elliott
Associate Creative Director:
Daniel Righi
Associate Creative Director:
Kurt Mills
Copywriter:
Sydney Lindsey
Art Director:
Jelena Kolomejac
Design Director:
Ryan Self
Designer:
Pedro Zuccolini
Designer:
Nero Chen
Director of Broadcast Production:
Leila Gage
Executive Producer:
Stephanie DeNatale
Broadcast Producer:
Rachel Saxon
Managing Partner:
Leslie Barrett
Account Director:
Melissa Buck
Account Manager:
Jackie Russell
Assistant Account Manager:
Vivian Cheng
Head of Brand Strategy:
Bonnie Wan
Group Communication Strategy Director:
Dong Kim
Senior Communications Strategist:
Matt Hudgins
Group Strategy Director:
Kelly Evans-Pfeifer
Senior Brand Strategist:
Marisa Perazzelli
Brand Strategist:
Briana Patrick
Director of Business Affairs:
Judy Ybarra
Business Affairs Associate:
Kristian Evanculla
Associate Traffic Manager / Business Affairs Associate:
Howie Mapson
Associate Business Affairs Manager:
Stuart Pidrak
Production Company:
Partizan
Director:
Michel Gondry
Producer:
Raffi Adlan
Managing Director/Executive Producer:
Lisa Tauscher
Head of Production:
Kelly Martin
Director of Photography:
Shawn Kim
Production Designer:
Maxwell Orgell
Stylist:
Florence Fontaine
Service Company:
Division Productions
Editorial Company:
Exile
Creative Director/VFX Sup:
Glyn Tebbutt
CG Lead:
Jason Mortimer
Compositor:
Lenz Kol
Compositor:
Daniel Thuresson
Compositor:
Nicholas Tayler
Compositor:
Roman Yavorsky
Compositor:
Dylan Strieff
Compositor:
Scott Johnson
CG Artist:
Matthew Choy
CG FX Artist:
Jason Mortimer
Animation Supervisor:
Jacob Bergman
Matte Painter:
Andy Wheater
Graphic Design/Art Director:
Sasha Vinogradova
Graphic Design/Art Director:
Maxim Goudin
Senior Colorist:
Adam Scott
Color Production:
Blake Rice
Color Production:
Jessica Amburgey
Senior VFX Producer:
Erin Hicke
Executive Producer:
Dan Roberts
Production Coordinator:
Jena Bodell
Sound Design + Mix:
Squeak E. Clean Studios
Executive Creative Director:
Sam Spiegel
Arranger + Composer:
Lydia Davies
Arranger + Composer:
Lydia Davies
Arranger + Composer:
Lucas Cantor
Executive Creative Producer Sydney:
Karla Henwood
Executive Producer Los Angeles:
Christina Carlo
Sound Designer + Mixer:
Drew Fischer
Choir Director:
Lena Gabrielle
Licensing Manager:
Chelsea Ramsden
Producer:
Blade Thornton
Production Coordinator:
Colby Smalzel

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