• November 17, 2008

The campaign aims to capture the spirit and magic of the holiday season, while conveying the value, functionality and practicality that HP products offer, per McCann Worldwide, which created it.

The campaign was built on the insight that consumers will be more discerning when making holiday purchases this year, and may purchase one big gift for the family to enjoy.

The campaign integrates online and traditional media and comes together at a dedicated holiday site, hp.com/magic. Campaign elements include two 60-second television spots, one featuring the TouchSmart, and one featuring the dv5; three 30-second television spots; six humorous videos on popular social media sites, all designed to underscore the practicality of an HP gift versus other types of holiday gifts; and flash and transactional banners, all designed to drive traffic to retailers and to the HP site.--Nina Lentini