HP's smart printer saves the day in a 'Toy Story'-like adventure

Lance Acord directs spot in which household smart objects magically interact

Published On
Aug 17, 2021

Editor's Pick

Smart household objects come to life after dark in a whimsical new ad for HP that tries to highlight how its latest printers are intelligent too. 

HP's agency Goodby Silverstein & Partners turned to Park Pictures’ Lance Acord to bring some movie-like magic to the spot. The story stars a cast of smart object “characters” who enter their own "Toy Story"-like drama after the household goes to bed. They include a smart speaker, security camera, coffee machine and a cute robot vacuum cleaner, each endowed with distinctive facial expressions rendered via lights and symbols. 

The printer is the new kid on the block. The vacuum cleaner approaches it inquisitively, only to be told by the bossy speaker that “printers can’t be smart." However, she's proved wrong; the plucky printer goes on to save the day after the vacuum gets chased by the family cat—it turns on and off automatically to print out a picture of a mouse to distract the kitty and wins the respect of the other machines. 

 “We had originally called the idea ‘The Symphony of Smart’ after noticing the secret language that exists between smart objects already in our home. They can talk, respond, have expressions," said Laura Petruccelli, executive creative director at GS&P in a statement. ”We wanted HP to bring to life a new part of the story we hadn’t yet seen between the objects we live with every day with our printer as the brand new smart kid on the block.” 

As well as Acord, the director behind VW’s famous Super Bowl ad “The Force” and Xfinity’s ET holiday spot, as well as in the movie world as a cinematographer and director, GS&P tapped other talent from the film world including editor Kirk Baxter ("The Social Network"), production designer James Chinlund, sound designer Martín Hernández and composer Robert Miller.

"We all had so much fun on this project," added Acord. "For me the idea really clicked once we were able to clearly define the personality of each device. From the overly enthusiastic high energy vacuum, to the bug-eyed paranoid home security camera, to the sarcastic hard-to- impress home-assistant,  each device had a unique character within the story."

The spot is running in the U.S. on social media, online and connected TV, and will likely roll out in other markets including France, Germany, Italy and Spain. Coming after soaring sales of home printers during the pandemic, its aim is to underline how HP's printers and smart app now offer features such as ordering their own ink, Wi-Fi connection self-healing and more.

“People expect their technology to intuitively work for them, so we’re proud to bring a smarter way of printing to consumers,” added Deepak Masand, Global Head of Marketing, HP Imaging, Printing and Solutions. “This campaign celebrates the arrival of a new printing frontier.”


Aug 17, 2021
Client :
Agency :
Goodby Silverstein & Partners
HP Chief Marketing Officer :
Vikrant Batra
Global Head of HP Print Marketing :
Deepak Masand
Head of Global Print Hardware Systems Marketing HP :
Ladd Martin
Director of HP+ and Instant Ink Global Marketing HP :
Amelia Iulia Condrea
HP+ Global Marketing Manager :
Amy Rowan
HP+ Global Advertising :
Kristy Stanaway
Co-Chairman and Co-Founder :
Rich Silverstein
Executive Creative Director :
Laura Petruccelli
Associate Creative Director :
Wes Dorsainvil
Associate Creative Director :
Joshua Hacohen
Art Director :
Andrew Congleton
Copywriter :
Zak DeLange
Director of Production :
Leila Gage
Executive Producer/Producer :
Tess Kenner
Managing Partner :
Leslie Barrett
Group Account Director :
Melissa Buck
Account Director :
Callen Gustafson
Account Manager :
Haley Grialou
Assistant Account Manager :
Will Young
Director of Business Affairs :
Judy Ybarra
Business Affairs Manager :
Howie Mapson
Partner Head of Brand Strategy :
Bonnie Wan
Partner Head of Communication Strategy :
Christine Cheng
Group Communication Strategy Director :
Dong Kim
Senior Communications Strategist :
Matt Hudgins
Junior Communications Strategist :
Josh German
Group Brand Strategy Director :
Kelly Evans-Pfeifer
Brand Strategy Director :
Cassidy Wilber
Senior Brand Strategist :
Marisa Perazzelli
Production Company :
Park Pictures
Director / DP :
Lance Acord
Executive Producer :
Jackie Kelman Bisbee
Executive Producer :
Scott Howard
Sr. HOP / Business Affairs :
Anne Bobroff
Head of Production :
Chelsea Schwiering
Executive Producer / Producer :
Caroline Kousidonis
Production Designer :
James Chinlund
Editorial Company :
Editor :
Kirk Baxter
Editor :
Zaldy Lopez
Assistant Editor :
Jennifer Chung
EP :
CL Kumpata
HoP :
Jennifer Locke
Post Producer :
Toby Louie
VFX/Finishing :
VFX Supervisor :
Pat Murphy
VFX Supervisor :
Jesse Monsour
CG Supervisor :
Andrew Romatz
2D VFX Artist :
Matt Sousa
2D VFX Artist :
Stefan Gaillot
2D VFX Artist :
Michael Vaglienty
2D VFX Artist :
Patrick Poulatian
2D VFX Artist :
Chris Riley
2D VFX Artist :
Dan Ellis
2D VFX Artist :
Sam Kolber
2D VFX Artist :
John Valle
2D VFX Artist :
Kevin Stokes
2D VFX Artist :
Ujala Saini
2D VFX Artist :
Kirk Balden
CG Artist :
Bryan Cox
CG Artist :
Ariana Ziae Mohseni
CG Artist :
Ziyan Zhang
CG Artist :
Mike Dupree
CG Artist :
Josh Dyer
CG Artist :
Jade Smrz
CG Artist :
Jose Limon
2D Designer & Animator :
Ekin Akalin
2D Designer & Animator :
Cindy SooHoo
2D Designer & Animator :
Sky Bird
2D Designer & Animator :
Laura Reedy
Producer :
Jillian Lynes
Head of Production :
Stacy Kessler-Aungst
Executive Producer :
Patrick Nugent
Executive Producer :
Kim Christensen
Managing Director :
Jennifer Sofio Hall
Color Studio :
Primary Colors
Colorist :
Daniel De Vue
Color Assist :
Ale Amato
Color Assist :
Corey Martinez
Color Assist :
David Oh
Color Producer :
Jenny Bright
Executive Producer Color :
Thatcher Peterson
Music Company :
Composer :
Robert Miller
Executive Producer :
Rani Zarina Vaz
Producer :
Ayesha Hassan
Record and Mix :
Marc McClusky
Sound Design :
Martin Hernandez
Assistant fx editor :
Jaime Sainz
Foley :
Alan Riva-Palacio
Foley :
Jaime Sainz
‘huevotes’ cat recording :
Maluz Orozco
Mix and Sound Design :
Lime Studios
Sound Design :
Michael Anastasi
Sound Design :
LSD Studio
Sound Design Assistant :
Kai Paquin
Audio Mixer :
Matt Miller
Audio Assistant :
Ian Connie
Senior Producer :
Kayla Phungglan
Executive Producer :
Susie Boyajan

Need a credit fix? Contact the Creativity Editors

Project Type