HP Rides DreamWorks’ ‘Dragon’ Train

The directors of DreamWorks’ How to Train Your Dragon take star turns in a new Hewlett-Packard commercial.

The spot, part of the tech giant’s “Let’s do amazing” brand campaign, broke last week.

Stand-up comedian Rhys Darby, of Flight of the Conchords fame, gets a studio tour and asks, “DreamWorks. I get the ‘Dream’ part — but how does the ‘Works’ work?”

Filmmakers Chris Sanders and Dean DeBlois explain that HP helps power artists’ imaginations with custom solutions. Darby teases the directors about their “cushy” jobs on the “dream” side of the DreamWorks equation.
 
“The ad celebrates HP’s partnership with DreamWorks, bringing viewers behind the scenes of the newest movie to see how HP technology makes the vision of the creators possible,” said Glenna Patton, vp of brand strategy at HP. “It also demonstrates the strength and breadth of HP’s capabilities for the creative community.”
 
The partnership between HP and DreamWorks spans more than a decade, including the use of HP technology in the making of numerous films.
 
“As the campaign progresses, you’ll see more and more of these stories,” added Patton. “They will develop an understanding of the breadth of HP’s capabilities.”
 
The branding effort, from 72andSunny, began running earlier this month and introduced the tagline “Let’s do amazing.” The campaign aims to educate audiences about the company’s range of products and capabilities, beyond its popular printers. “It’s about demonstrating the product in a compelling way,” explained Glenn Cole, co-founder of the Los Angeles-based shop.
 
The campaign was developed out of the insight that “doers are the new heroes,” said Cole. The commercials, directed by Simon McQuoid, feature famous faces like Dr. Dre and Annie Leibovitz and corporate partners such as UPS and DreamWorks that, through Darby’s lighthearted interviews and ribbing, explain how HP contributes to creative projects and business success.
 
The need to broaden both public and employee awareness of HP’s range of services follows the company’s aggressive acquisition strategy of recent years. (HP has absorbed Electronic Data Systems and 3Com, among others.) “Our business has changed and grown, but the awareness of our capabilities has not grown,” said Patton.
 
72andSunny was added to the HP roster following a review for the assignment that included roster shops, said Patton.