Goodby Puts HP in Digital Picture

LOS ANGELES Hewlett-Packard said Thursday that it is launching a global consumer product campaign under the banner “You +hp” as part of a comprehensive $300 million-plus push. The effort complements HP’s ongoing “(customer) +hp = everything is possible” global image campaign.

The image effort, from Omnicom Group’s Goodby, Silverstein & Partners, San Francisco, is set to break on Thursday with a 20-page insert that highlights HP digital products and “reinforces the possibilities afforded by digital photography,” per the company. The insert also will appear in national magazines throughout the months of October and November, starting with the Oct. 10 issue of Entertainment Weekly.

TV breaks on Thursday on such shows as Friends, Will & Grace and CSI. Spots also will appear on NFL broadcasts and a variety of primetime network and cable programs. Taking a thematic approach, the ads feature the song “Pictures of You” by The Cure. Outdoor supports in New York, Chicago, Los Angeles and San Francisco.

“The ‘You +hp’ campaign illustrates the ways HP is transforming the digital photography experience,” Chris Morgan, vice president ofsales and marketing, HP imaging and printing group, said in a statement. “As digital photography moves mainstream, we hope to inspire people to shoot more, share more, print more and enjoy more using HP digital tools.”

Publicis Groupe’s Publicis & Hal Riney, which handles product-specific advertising for HP, has also launched print ads touting HP digital imaging products. Six executions from the San Francisco shop promote products like an all-in-one wireless printer that faxes, scans, prints and copies; a portable printer that makes 4 x 6 prints; and a vertical scanner that can be placed on objects to scan items, said Riney group creative director Dennis Lim. The ads also use the “You +hp” platform. Vibrant colors emanate from the featured product, and text extends from the word “You.” One execution for the HP Photosmart 945 digital camera with adaptive lighting technology shows images of skateboarders. Extending from the word “you” are lines such as “Don’t let the light tell you when to shoot pictures.”

Print ads are running in the U.S., Asia, Europe and South America, said Lim. In the U.S., the ads will run in publications including Rolling Stone and Newsweek. The shop is also planning to break a television campaign in November, which will air primarily in Asia and Europe, said Lim.

—with Brandweek staff reports