Goodby, H-P Ride New Consumer Wave

SAN FRANCISCO Goodby, Silverstein & Partners launched a new phase of its “You + hp” campaign for Hewlett-Packard on Sunday during MTV’s 2004 Video Music Awards. The work trumpets consumer electronics products aimed mainly at young adults.

The client spent $425 million on ads in 2003 and more than $150 million during the first five months of 2004., according to TNS Media Intelligence/CMR.

H-P chairman and CEO Carly Fiorina unveiled an enhanced digital lineup today in South Beach, Fla., where the VMA show will be held. The new products include digital cameras and photo printers, home theater projectors, plasma and LCD flat-panel TVs, entertainment-based notebooks and desktop PCs, and the company’s version of the Apple iPod.

Omnicom’s Goodby of San Francisco takes up where its previous H-P work left off this spring. TV and print use the same theme as the last consumer work by showing all the possibilities the technology offers.

The 60-second “Mash Up” spot begins with the words “You let musical worlds collide,” then juxtaposes punk-rock with country music, line dancing, hip-hop and a club scene with polka songs. The ad introduces the new iPod’s PC capabilities. “Your PC will never be the same again,” says a voiceover.

Another 60-second spot is similar to the H-P ad that uses the Cure song “Pictures of You.” Accompanied by a soundtrack of the Kinks’ “Picture Book,” it shows people engaged in all types of activities holding frames to their faces. Those images eventually become photographs. “You find pictures everywhere,” the copy says. “You play with pictures. You capture every color. You think all the world’s a photo album.”

Print ads promote both the iPod and digital photography products. An ad for the latter shows color collages and a “portable Hawaii,” while the iPod work presents young adults in various scenes, hanging out and playing music, with copy such as: “You rock the PC,” “You score your own soundtrack,” and “You are your playlist.”

Radio and outdoor will follow, with the latter appearing in October.