180LA Bent the Rules for HP

By Patrick Coffee Comment

We know how traditionalists in the field feel about Vine and other Next Big Thing “tools”, but we did just come across this HP spot by 180LA, which is supposedly the first straight-up TV spot ever created entirely with third party Vine loops.

Here’s your user generated content:

…and some context below.

The ad’s novelty has already won the agency several press mentions: CCO William Gelner told Mediapost that 180 “took a digital execution and brought it to TV” after one of the Vines associated with what was originally intended to be a social-only campaign went viral, racking up 10 million views.

The resulting ad is certainly more coherent than your average six-second loop.


Campaign:  HP BTS

Spot:  “Connected”
Agency:  180LA
Agency: 180LA

Global CEO: Michael Allen

Executive Creative Director:  William Gelner
Creative Directors:  Adam Groves, Zac Ryder

Copywriter: Mike Van Linda

Art Director: Brandon Sides
Head of Production: Natasha Wellesley
Senior Producer: David Emery
Account Director:  Mike Slatkin
Account Manager: Jamie Friedman

Account Coordinator:  Allison Landrum

Production Co.:  180LA

Camera:  Dave Groseclose
Producer:  David Emery
Management Company:  NICHE

Shoot Location: Los Angeles

Shoot Date: July 28th, 2014

Editorial Company: Whitehouse
Editor: Brandon Porter

Producer:  Evan Cunningham

Company:  Carbon FX

Recording Mix
Recording Studio:  JUICE WEST
Mixer:   Bob Gremore

Producer:  Oscar Morales