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Client: Hewlett-Packard, Andover, Mass.
Agency: Leonard/Monahan, Providence, R.I.
Creative Director: David Baldwin
Copywriter: John Simpson
Art Director: Ralph Watson
Medical products are not generally associated with warm and fuzzy feelings, but Leonard/Monahan is determined to change that. In its new campaign for Hewlett-Packard, the agency presents images in soft focus with copy detailing the myriad ways the medical equipment maker touches human lives. The ads strive to humanize technology. One ad shows the toes of a fetus paired with the headline ‘Our new OB system can make your job easier.
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