I should probably wait until the commercial actually runs but this sounds like one dumb-ass concept.
Update: Dan posted a lengthy piece on the spot here. Obviously the people behind this campaign know a lot more about marketing than I could ever hope to, and HP has been successful at rehabilitating their brand through advertising and promotion. Having said that, the brilliance of Apple’s Think Different campaign was that it took something that was positioned as a negative, Apple’s small marketshare, and positioned it as a strength by associating it with the famous personalities that were admittedly different from everyone else. That an HP computer can do music, games, blah blah blah doesn’t motivate me because all PCs can do that crap, and do I really believe that Jay-Z is sitting in front of his PC on a saturday afternoon making everything work? No, he’s got “people” for that.
I think HP has good products, in fact I bought an HP desktop computer for my mom a while back (although when the hard drive crashed their customer support group took over a month to get her a new one, that sucked). When I look at HP’s product lineup today I am underwhelmed. Sure, they have all the feature and function options, but what about color and fashion. Would I feel good about pulling my HP laptop out of my bag at Starbucks? No. Having said all that, I’m not in their target demographic and I won’t be watching the game.
MercuryNews.com | 01/31/2007 | HP rides celeb’s bike for big game:
HP’s Super Bowl ad spotlights Paul Teutul Sr. from Orange County Choppers — an HP customer and the face of the Learning Channel’s reality TV show “American Chopper.”
The commercial, which boasts high definition audio and video, shows Teutul’s torso and tattooed arms as he rides a motorbike through a tornado of paperwork and speeds by the edgy designs he’s found on the Internet with his HP computer.