"As more and
more content moves from the desktop to the Web, HP is working to make printing relevant and meaningful," the company says.
Onboard is Omnicom's Goodby, Silverstein & Partners, in charge of HP ads for more than 10 years. The campaign hopes to reach every country where HP is. It is targeting consumers, small businesses and graphic artists with a message that it is "not about the printer," but about what they can do with it, says Vyomesh Joshi, who runs the company's printer division.