HP global campaign highlights hybrid life, mocks outdated biz cliches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

Editor's Pick

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.




Aug 01, 2022
Client :
Agency :
Wieden & Kennedy-Portland
Director :
Jim Jenkins
Ana Balarin
Hermeti Balarin
Creative Director :
Christen Brestrup
Creative Director :
Bertie Scrase
Art Director :
Alex Nassour
Copywriter :
Alex Maleski
Director of Production :
Orlee Tatarka
Senior Producer Lead :
Mauricio Granado
Associate Producer :
Charleston Chambers
Creative Operations :
Christina Kim
Creative Operations :
Mimi Munoz
Creative Operations :
Sabrina Reddy
Design Producer/Print Producer :
Lis Moran
Designer :
David Chathas
Designer :
Jason Scheuermann
Retoucher :
Greg Radich
Retoucher :
Shay Platz
Strategic Planning :
Henry Lambert
Strategic Planning :
Lauren Ivory
Media/Comms Planning :
Bobby Souers
Media/Comms Planning :
Karl Collins
Account Team :
Hannah Hewitt
Account Team :
Kristin Postill
Account Team :
Courtney Bay
Head of Business Affairs :
Amber Lavender
Executive Business Affairs Manager :
Teresa Lutz
Business Affairs Manager :
Kristian Evanculla
Talent Payment Coordinator :
Tim Bell
Broadcast Traffic :
Joe Chaath
Copyediting :
James Yu
Motion Lead :
Jeff Ackley
Motion Producer :
Cameron Blake
Motion Designer :
Oliver Rokoff
Production Company :
O Positive
Director Mentee :
Thaddeus McCants
Executive Producer :
Ralph Laucella
Line Producer :
Marc Grill
Director of Photography :
Trent Opaloch
Production Design/Art Direction :
Jason Edmonds
1st AD :
Greg McCollum
Editorial Company :
Editor :
Geoff Hounsell
Assistant Editor :
Fernando Raigoza
Post Producer :
Megan Dahlman
Post Executive Producer :
Crissy DeSimone
VFX Company :
Executive Creative Director & Partner :
Tim Davies
2D Lead Artist :
Steve Gibbons
2D Artist :
Ben Smith
2D Artist :
Dag Ivarsoy
2D Artist :
Clarke Rives
2D Artist :
Rob Winfield
2D Artist :
Steve Cokonis
2D Artist :
Susanne Scharping
Designer :
Miguel Delcan
VFX Producer :
Andrew Cowderoy
Senior Executive Producer / Partner :
Sue Troyan
Shoot Supervisor :
Pete Smith
Color :
Senior Color Producer :
Alexandra Lubrano
Colorist :
Tom Poole
Music Company :
Walker Music
Executive Producer :
Sara Matarazzo
Executive Producer :
Stephanie Pigott
Producer :
Danielle Soury
Label/ Publisher :
ABKCO Music & Records Inc
Artist/Writer :
Stelvio Cipriani
Sound Design & Mix :
Field Day Sound
Sound Design :
Morgan Johnson
Mix :
Noah Woodburn
Executive Producer :
Leslie Carthy

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