In an interview with Advertising Age, HP’s vice president of worldwide marketing and communications of the printer division, Tariq Hassan talked about the “speeding baby” ad which was created by Goodby, Silverstein & Partners.
What’s cool is that the ad does a great job telling the story visually, so if you are in a place with the volume down, you still have a sense of what’s going on. The music accompanying the ad happens to be the Melanie “Brand New Key” tune from way back (1971). Catchy and memorable, for certain age groups.
Mr. Hassan stated, “…the ad itself really is out of an insight that rather than telling people how they can print with their phone, [you can] make that more meaningful by showing them. But like any ad, what happens from board to film makes all the difference in the world. The way it was shot is simple, the song is charming, and it all works together.”
Many will agree.
Also known as the “Happy Baby” ad, it is part of a larger campaign that includes TV, online, mobile, in-store, PR and social elements.
“Goodby did an amazingly simple visual notion of what actually transpires between the time you hit print and when it gets to the printer — actually letting that data floating in the air become real, as a baby,” said Mr. Hassan.
Here it is. Enjoy!
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