In its latest campaign, HP, the original Silicon Valley technology company, asks a provocative question: “Have our digital lives gone too far?”
The launch spot shows how technology affects how we see ourselves and our world. It includes face filters, body distortion, emoji conversations and “I love you” text messages. The spot ends with a child staring into a computer screen with a title, “Have we lost touch with what’s real? Let’s get it back.”
Released: October 2019
How do you create an advertising campaign for a generation that can’t stand advertising?
You make an anti-ad.
No logos. No branding. We don’t even use the word “Doritos.” Crazy right? Truth is: Doritos is such an iconic brand, we don’t need to name it for you to crave it. So we ditched the product plugs and crafted Frito-Lay’s first ever “brandless” commercial directed by music video maestro Dave Meyers. Then we deleted logos from our social media channels, outdoor ads, website, and even pulled off a live MTV Video Music Awards integration—all without ever using the name or showing a bag. Special thanks to our amazing clients at [DELETED].
Released: August 2019
HP and Michel Gondry Reimagine the Holidays with “The 12 Days of Real Time”
The average family spends over 250 hours on screens during the holidays. So we rewrote “The 12 Days of Christmas,” showing how HP can turn “teens-a-texting” and “lads-a-liking” into “boys-a-baking” and “kids-a-crafting.”
Released: November 2019
HP also partnered with artists to make over 250 hours of printable activities at hp.com/getreal—like exclusive comic books by @adamtots, original coloring pages by @boccaccinimeadows, holiday bingo by @adamjk, Star Wars and Frozen content from Disney and recipes from AllRecipes.com. And yes, even a paper airplane designed by Michel Gondry himself.
Released: November 2019
BMW takes us on a journey through the automaker’s unparalleled legacy of innovation. The premium automaker has been driving future car technologies, from the first electric BMW ever built to the electric vehicles of the future, for the last 100 years.
Directed by Mark Jenkinson, the ad showcases the innovative spirit of the brand while posing the question “Are we there yet?” without answering it. Instead the spot concludes with the line “Not every journey has an end,” showcasing BMW’s iterative philosophy; they will always keep innovating the Ultimate Driving Machine.
The story begins in 1972 with a field test of the first fully electric BMW, the 1602 Elektro-Antrieb. We see the car pacing a group of runners as a team of BMW engineers is monitoring the battery. In the next scene, a few years have passed, and a reporter is on her way to witness the 1979 BMW M1 at a racetrack. Throughout the spot we get to see the revolutionary BMW Hydrogen 7 from 2005, a BMW-designed bobsled for Team USA, The first BMW Formula E race car and the brand-new electric concept vehicle, the BMW Vision M NEXT, among other innovations.
The spot is set to AC/DC’s rock classic “Thunderstruck” to further underline BMW’s legacy in electric—a journey that started way back in the ’70s.
Released: September 2019