HP is back with the latest in its "Reinvent Mindsets" campaign, this time tackling the issue of Latino worker stereotypes. In a video nearly two-minutes long, several passersby are asked about Latino jobs and what comes to mind with the phrase. Many mention janitorial and construction work. "Jobs that don't require a high level of education," says one woman. Then the spot flips to Latinos discussing their careers. One is a thermo-engineer, another a bilingual media professional. Some are in politics and some in neuroscience. "There's no such thing as a Latino job," the spot communicates.
The new work was created with Alma, which is based in Miami. Ali Alvarez, selected through Free the Bid, directed. "HP is hiring and talent is our only criteria," says Kim Rivera, chief legal officer, at the end of the spot.
In the last year, HP has been on a mission to challenge misconceptions and bias with hiring and careers. A year ago, it ran the first spot in "Reinvent Mindsets" by highlighting the hardships black job candidates face in the interviewing process.