• by Aaron Baar , November 7, 2017

With electronics and consumer technology continuing to top consumers’ holiday wish lists, HP is launching a new winter-themed spot to keep the company top-of-mind during the shopping season. 

HP this week will begin running a new spot as part of its “Keep Reinventing” campaign. The short film (embedded below), from BBDO San Francisco, is titled “Reinvent Giving,” and tells the story of a young woman enlivening the world of a young neighbor. In the spot, the young woman observes the girl coloring alone in an apartment across the way. Noticing others in the young girl’s building also working on projects, the young woman crafts a special invitation for the young girl to look on her balcony for a special surprise. Once there, the girl is treated to a snow-filled marionette show, courtesy of her upstairs neighbors. 

“HP has no real issues when it comes to brand awareness,” Matt Cowling, HP's head of global marketing, consumer PCs, tells Marketing Daily. “What we want to do is connect to consumers’ worlds around them.” 

The spot will run globally in 12 markets on broadcast and digital channels, and will be supported by other elements, such as out-of-home and point-of-sale. The entire campaign is driven by the insight that Millennials are looking for more joy, mystery and magic in their lives, Cowling says. 

“HP is creating amazing experiences, and our products are evolving along with our customers,” he says. “As long as our customers are reinventing, we will reinvent along with them.”