Agency: Doremus Name of campaign: “Trade In and Save Break Up Video Banners”
Launch date: October 2009
Creative credits: VP-director of interactive media: Michael Litchfield; director of interactive experience: Melissa Harris; copywriter: Don Smith; art director: Skuh Brar
Why we liked it: HP does a nice job with these video viral units that trumpet the value of its printers. The banners themselves are serviceable, but it is once the target gets to the three videos that this campaign begins to shine. Each of the videos is a misdirection, giving the impression that the actors are breaking up with a significant other only to reveal that they’re getting rid of an inefficient printer. For instance, in “The Power Breakup,” an actor says, “This relationship is wasting too much of my energy. You’re always on, day and night. I’m going to have to pull the plug.” The printer responds by making one of those mechanical sounds you never want to hear from a printer. “Oh, come on,” the actor responds. Don’t start with the paper jams. That is so you.” The video then makes the point that an HP printer can save 50% in energy costs. The advertising is pretty efficient, too.