HP tackles Latino stereotypes in latest push to 'Reinvent Mindsets'

Effort from Alma follows film that highlighted struggles of black job candidates

Published On
Apr 17, 2018

Editor's Pick

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.

About

Credits

Date
Apr 17, 2018
Brand:
HP
Client:
HP
Agency:
Alma
Chairperson:
Luis Miguel Messianu
Chief Executive Offier:
Luis Miguel Messianu
Co-President:
Isaac Mizrahi
Chief Operating Officer:
Isaac Mizrahi
Co-President:
Alvar Suol
Chief Creative Officer:
Alvar Suol
Senior Vice President, Account Services:
Angela Battistini
New Business Director:
Carola Chaurero
Executive Creative Director, Content:
Iu La Lueta
Creative Director:
Beatriz Torres
Art Director:
Arthur Amiune
Integrated Producer:
Rafael Sanchez
Director:
Ali Alvarez
Producer:
Carol Eannace
Chief Marketing Officer:
Antonio Lucio
Chief Legal Counsel:
Kim Rivera
Chief Diversity Officer:
Lesley Slaton Brown

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Project Type