HP Pairs the ‘Jumper’ With Serena

NEW YORK Is it a movie trailer or an HP commercial?

The new 90-second “Jumper/Serena”, which played during last night’s Bowl Championship Series title game on Fox, from Omnicom Group’s Goodby, Silverstein & Partners, is both.

The spot starts out as traditional trailer for Jumper, a movie about people with the ability to teleport, which is scheduled for release in February. The ad opens with the 20th Century-Fox logo and a deep male voiceover. Hayden Christensen is seen teleporting from and to various locales, including the top of the Empire State Building.

Things get really interesting when Christensen is seen on his sofa watching TV. Up comes Goodby’s “The computer is personal again” spot “Serena,” in which Serena Williams talks about her HP computer and what’s on it. Christensen then teleports into the commercial and seems to walk around and interact with elements of the spot by playing with bits of light that become solid.

“The creative was inherent in the tie-in: The jumper jumping into our commercial was a natural fit,” said Stephen Goldblatt, group creative director, Goodby, San Francisco. “We didn’t have to make any sacrifices. We maintained our commercial and got to use Hayden.”

Fox lent the film crew one of its studios and provided access to Christensen, said David Roman, vp, worldwide marketing communications, HP’s personal service group, which is based in Cupertino, Calif. “It brings more attention to the spot [by combining it with a movie trailer] because it’s different,” he said. “It fits into the whole philosophy of ‘The computer is personal again.’ We like to play with material and it’s a clever use of technology.”

The HP spot/movie trailer hybrid is not the first of its kind. Last July, Crispin Porter + Bogusky turned a trailer for the movie The Bourne Ultimatum into a VW spot. To read more about that effort, visit www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003618955.

The HP/Fox spot was initially going to play on this year’s Super Bowl, which is on Fox. “We decided it wasn’t right for the Super Bowl. At the time [the spot was being made], we weren’t sure how it would look and if it would be too different,” Roman said.