The "Invent" company is trying to reinvent itself.
For more than a decade, technology titan Hewlett Packard has usually been in media headlines for something other than innovation. Hit in recent years by a rotating slate of CEOs and a relative dearth of hot new products, the company has been unable to reignite the success it once had.
Earlier this month, HP officially split into two companies: HP Enterprise, which sells hardware and software for businesses and HP Inc., which sells personal computers and printers. The split marks a new era for HP, which was famously born in a garage and adopted the "Invent" tagline in 1999. HP is setting the tone for that era with a global rebranding effort themed "Keep Reinventing" that includes this new spot breaking on Thanksgiving.
The film, produced by 180 LA, tugs on the viewer's heartstrings as a father and son pull together hundreds of images using an HP printer to wish their wife and mother good luck. She gets dressed and embarks on her commute, discovering pictures from her past (as a succesful athlete, a new mom, a graduate) posted in unexpected places before arriving at her new office begins her new career. The ad was directed by Frederic Planchon of Anonymous Content and Academy Films, the man behind AT&T's heart-wrenching "Close to Home" film.
The spot follows the "crafty" theme of recent ads out of BBDO co-promoting "Star Wars: The Force Awakens."
180, along with other HP shops BBDO and Gyro, have been working closely with Chief Marketing Officer Antonio Lucio, who admits that moving a company the size of HP in a new direction has its share of obstacles. "Everybody thinks their ideas is the best idea," Mr. Lucio said. "But to create something that is meaningful enough that everybody is able to agree with, and when you are doing that at scale, is a dramatic challenge for any marketer."
Mr. Lucio said the company worked with 10,000 of its employees to create a new mission statement, "Create technology that makes life better for everyone, everywhere."
Read more about HP's "Reinvention" effort on Adage.com.