HP recently released an ad to help promote its HP printer. To promote the printer, the tech brand partnered with Academy Award winner Michel Gondry. Gondry has directed music videos and films like Eternal Sunshine of the Spotless Mind. HP and Gondry partner together to reimagine the popular Christmas Carol “The 12 Days of Christmas”. HP and Gondry’s version of “The 12 Days of Christmas” involves no screen time. The spot was created to get people to balance screen and ‘real’ time.
About HP and Michel Gondry’s Version of “The 12 Days of Christmas”
The spot starts by showing a young girl watching a surreal screen-obsessed world. In the world, we see “teens-a-texting”, “lads-a-liking” and even an oversized Santa singing “nine swipers swiping”. The French director’s whimsical stamp is evident in the ad. We see magically growing couches, rotating dinner tables, and a giant Santa Claus. The “teens-a-texting” is transformed by an HP printer into ‘12 days of Real-Time’. In the HP printer version of “The 12 Days of Christmas,” we see “sisters spinning” (paper dreidels), “fellas flying” (paper aeroplanes) and something called “oreejami” (origami). The end finally ends with “a screen-free family” happily wearing holiday toques.
HP’s Print the Holiday ad follows the brand “Put the Phone Down” messaging theme. The spot was created with creative agency Goodby Silverstein & Partners (GS&P). The tech brand’s version of “The 12 Days of Christmas” was inspired by a study that showed that the average family spends approximately 250 hours on screens during the holidays. This study inspired the brand to encourage consumers to reduce screen time this Holiday season.
More about the Campaign
In addition to the spot, the brand has also partnered with artists and influencers to develop more than 250 hours of printable activities. The ‘Print the Holidays’ content includes exclusive comic books by @adamtots, original colouring pages by @boccaccinimeadows, holiday bingo by @adamjk, Star Wars and Frozen content from Disney, recipes from AllRecipes.com, and even a paper aeroplane designed by Gondry himself.
HP Speaks about the Campaign
Deepak Masand, global head of print marketing at HP Inc spoke about the campaign. He talked about how the Holidays are about spending quality time with loved ones. Masand explained that their study found that screen time increases during the holidays. He stated that the brand fervently believes in enabling more real connections with more than 250 hours of engaging, printable content enabling togetherness this holiday season.