Ad Age named HP's "The Computer Is Personal" effort via Goodby Silverstein & Partners its campaign of the year in January 2007, less than a month before this spot aired in the fourth quarter of Super Bowl XLI.
The campaign, introduced in 2006, featured only the hands, midsections and computers of celebrities from Jay-Z to Dallas Mavericks owner Mark Cuban, who was shown sentimentally saving all the emails he's written, including one inviting his wife on their first date.
For Super Bowl XLI, HP and Goodby used Paul Teutel Sr.-of "American Chopper," the Discovery Channel TV series, to show viewers how inexpensive HP computers can pimp their lives. It was a return to the game for "American Chopper," which helped promoted AOL 9.0's Top Speed feature in a 2004 trio of big-game ads ("Slow Ride," "Car," "Motorcycle").
The campaign was spearheaded on the client side by Satjiv Chahil, senior VP-worldwide marketing for HP's Personal Systems Group, and David Roman, VP-worldwide marketing communications in that group.
Director: Antoine Bardou-Jacquet. Production company: Partizan. Director of photography: John Ziles. Executive producer: Sheila Stepanek. Line producer: Louis Saint-Calbre. Production managers: Josh Heydemann, Erin Leeman. Head of Production: Ian Bearce.
Agency creative director: Rich Silverstein. Associate creative directors: Stephen Goldblatt, Mike McKay. Copywriter: Hart Rusen. Art director: Marc Sobier. Executive agency producer: Josh Reynolds.
VFX: Vuf Compagnie. VFX executive producer: Olivier Gilbert. VFX producer (Paris): Guillaume Raffi. VFX producer (L.A.): Vanessa Fourgeaud. VFX coordinator: Jule Verweij. End titles: Motion Theory. Music company: Machine Head.
Editor: Scott Philbrook. Editorial producer: Rasha C. Hamilton. Editorial executive producer: Marc Schwartz.
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q4