HP global campaign highlights hybrid life, mocks outdated biz cliches

Jim Jenkins directs W+K Portland ads fronted by a 80s-style corporate guru and promoting hybrid tools

Published On
Aug 01, 2022

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HP pokes fun at some of the business cliches of the past and contrasts them with today's flexible, remote and hybrid working, in a new global campaign.

Titled "Work Happy," the push from Wieden+Kennedy Portland promotes its HP Hybrid tools. It's led by an old-fashioned corporate guru type in a shiny office, who churns out the kind of jargon and advice familiar from management talk 20 years ago.

In each scenario of the hero film, that's contrasted with a modern-day employee taking a different approach—one that will be familiar to anyone who's changed their way of working since the pandemic.

"Coming in early" is exemplified by an early morning surfer using his laptop on the beach. A worker "working through lunch" is actually tending his tomato plant. Other are shown mastering a "cold call" on a ski-lift, giving their baby a "firm handshake" while working from home and "keeping an eye on the market" while shopping at a fruit stall.

 

The campaign, with the main spot directed by Jim Jenkins of O Positive, also includes several additional shorter spots focused on specific products. Thaddeus McCants directed the "After School" spot, seen above.

 

They come as HP acknowledges that the "rules" of work have changed irrevocably in the wake of the pandemic, with hybrid working, remote working and power shifting to employees amid the "Great Resignation," and workers now prioritizing work-life balance, childcare and other responsibilities.