“Let’s Do Amazing” is the tag accompanying a new campaign for HP from LA based 72andSunny — and though the line pans on its own it imbues the viewer when tied to the visual portion. Three 30 second spots and a number of shorts accompany this campaign with the help of Rhys Darby (pictured) of “Flight of the Conchords” fame.
The project might be stinging the folks at Goodby, HP’s aor. Some 20 agencies participated in the pitch that preceded this launch.
The campaign celebrates some of HP’s lesser known success, like putting the internet in space. Rather, making a space station internet accessible. A spot after the jump, called “Blogger Outreach” gives the viewer a taste of what that means — and parlays Darb’s awkward ineptitude. It’s the same style of humor that made his character popular on ‘Flight’ — and that’s what carries this work. Will consumers make the connection? It doesn’t matter — there’s just something funny about his delivery — which of course carries important information regarding the brand.
Check out the main piece and credits after the jump. The spots include cameos from Annie Leibovitz and Dr. Dre. The rest of this work can be found at 72andSunny.com.
Credits:
72andSunny
— Partner, Creative Director: Glenn Cole
— Partner, Creative Director: John Boiler
— Creative Director: Bryan Rowles
— Writer: Jed Alger
— Designer: Jeff Beberman
— Director, Brand Development: Alex Schneider
— Brand Manager: Judson Whigham
— Director, Film Production: Sam Baerwald
— Senior Producer: Jay Howard
— Director, Business Affairs: Jessica Reznick
— Director, Interactive Production: Rebekah Jefferis
— Interactive Producer: Jessica Rudzewicz
HP (Client):
— CMO: Michael Mendenhall
— VP, Brand Strategy and Experience Design: Glenna Patton
— Creative Director: Greg Johnson
— Director, Brand Strategy: Kelly Hampton
— Brand Experience and Design: Jill Tanner
Imperial Woodpecker (Production)
— Director: Simon McQuoid
— Partner/Executive Producer: Doug Halbert
— Producer: Anita Wetterstedt
— DP: Mandy Walker
The Whitehouse (Editorial):
— Partner, Editor: David Brixton
— Editor: Kevin Zimmerman
— Editor: Dan Oberle
— Editor: Heidi Black
— Asst. Editor: Ben McCambridge
— Asst. Editor: Joanna Manning
LIME (Mix)
— Mixer: Rohan Young
— Mixer: Joel Waters
CO3 (Telecine)
— Colorist: Stefan Sonnenfeld
Vendetta Post (VFX)
— Artist: Pete Mayor
— Artist: Nick Piper
— Artist: Shauna Prescott
— Partner / Executive Producer: Sandy Beladino