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HP gets even more personal

Markcubanhp Here’s another post that yesterday’s TypePad outage prevented us from unleashing onto the world: Naturally, the Mac ads have gotten most of the press lately, but the current campaign for Hewlett-Packard from Goodby, Silverstein & Partners, to me, is the better effort. It’s an artful paean to how personal our computers have become, stuffed with our journal entries, MP3 files and vacation photos. It doesn't hurt that the campaign uses some of the best special effects I’ve seen in a while, which makes its use of celebrities—whose faces are never seen—more than palatable. (In the frame here, Mark Cuban “holds” an e-mail.) Yesterday, HP added spots featuring not only Cuban but Mark Burnett to its site. (Pharrell Williams is also promised.) In a nod to consumer-generated media, which in this case makes massive amounts of strategic sense, visitors can create and share their own versions of the spots. Earlier celeb ads starred snowboarder extraordinaire Shaun White and Jay-Z. Check ’em out.

—Posted by Catharine P. Taylor

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