Goodby Keeps HP in the ‘Picture’

SAN FRANCISCO Hewlett-Packard breaks a new television spot Aug. 29 in its “Out of the Picture” digital photography series, via Goodby, Silverstein & Partners.

The 30-second “Roadtrip” shows a young woman being dressed and photographed in all kinds of different places, from a snowy hillside, to a beach, to an open field. It has the same visual trickery of people holding cutout picture frames around their faces, then removing them as they freeze into still photographs.

It features a song called “Let Me Take Your Photo” by a late-1970s underground punk group from New York, The Speedies. Los Angeles music design company DeepMix dug up the 25-year-old track when asked by Omnicom’s Goodby, Silverstein of San Francisco to come up with music for the spot.

In a statement, DeepMix executive music producer Dave Curtin said that “by the time the agency came to us, they had heard virtually every song ever recorded that included the word ‘photograph’ or ‘picture.’ We had to dig deep and go to some very obscure sources to find something fresh that fit the spirit of the package.”

The Speedies had been a popular attraction at New York City’s early punk clubs such as Max’s Kansas City and CBGB’s, but had never landed a major label-recording contract, Curtin said. In their heyday they opened for acts like The Jam, The Undertones, The Gang of Four and The Plimsouls.

Other songs Goodby has used in past ads for HP’s photography spots include the Kinks’ “Picture Book” and “Pictures of You,” by The Cure, and the late-1950s song “Out of the Picture,” by the Robins.

The first in this 2005 series, showing director Francois Vogel re-creating his role from the award-winning 2004 campaign, broke in June. There are four spots in this series, according to the client.

DeepMix is working on the next spot of the series, set to break this fall. It will be the first to use original music, the a company representative said.

HP, based in Palo Alto, Calif., spent $215 million on advertising from January to June 2005, $20 million of it on Photosmart products, per TNS Media Intelligence.

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