HP, Goodby Put Designer in Spotlight

NEW YORK The latest spot in Hewlett-Packard’s “The computer is personal” campaign enlists designer Vera Wang, the first woman to appear in the effort, discussing how she uses her computer. Goodby, Silverstein & Partners, the Omnicom Group shop in San Francisco handles the business.

The idea is similar to previous spots, which have brought to life anecdotes by rapper Jay Z, Dallas Mavericks’ owner Mark Cuban and snowboarder Shaun White.

In “Vera Wang,” the designer shows how she uses her PC to view pictures of her two daughters ice-skating, receive images of the latest fashions from around the world, and seek out music to inspire her shows.

“We tried to find a balance between what people already know about her and what would be surprising,” said Stephen Goldblatt, agency acd and art director. “I was surprised at how important music is to designing her shows.”

The ad is set to run for the six weeks globally, translated into several languages. Goodby is also in the process of preparing a print ad with Wang that focuses on the small-business market.

A section devoted to extra footage, interviews and ephemera surrounding the
shoot has been set up on the HP Web site. The effects were done by Eight VFX, Santa Monica and the spot was directed by Olivier Gondry.

“In the execution there’s a lot of in-camera and a lot of what you think is fake is real—and what you think is real is fake,” said Goldblatt. “They continually get harder and harder to make. We have to come up with new ideas, new visuals and they never come out the way you expect.”