While the rest of the world is being ravaged by earthquakes and facing a recession unlike ever before — Dr. Dre joins a few legendary somebodies in a new Hewlett-Packard campaign. More about this after the jump.
The advertising blitz will be powered by the computing giant to the tune of $40 million dollars. Lasting eight weeks the campaign is titled “Let’s Be Amazing” and in addition to the legendary West Coast producer, comedian Rhys Darby, and photographer Annie Leibovitz are just a few others who will be featured in these planned ads. The company, which also — according to CNET — is the PC market leader, and looks to embark on this new journey in hopes to appeal to a wider array of audience. Folks who normally tie HP into being traditional or stale are going to be in for a surprise as the good Doctor lends his name and image to these TV spots and digital media ads.
Debuting on March 13th, the ad agency 72andSunny helped to create the computer company’s new tagline and — “Let’s Do Amazing” — is looking to bridge the game not only between consumers and businesses, but also HP’s employees, and young folks who are new to the ways of the company. It is this attempt to add some “personality and distinction” to their long history of being stagnant. The breakdown of the commercial finds the Aftermath Entertainment CEO prominently as the lead, in his studio with Stat Quo as his “new artist”, and together they expound on the benefits of the HP Beats computing system.
This collaboration is another one in the long line of work being done together by HP engineers, Dr. Dre, and Jimmy Iovine of Interscope. Together there is a limited edition notebook PC — the HP ENVY 15. “The laptop is the new stereo for a lot of people and that’s why we’re putting out this computer with incredible sound,” Dr. Dre said of his new notebook PC. While printers aren’t exactly known for their cool factor, the tech company will also feature stories from businesses such as UPS and the Venetian Hotel. All in all they talk about the things they do with HP products and services. “HP has expanded significantly over the past five years to become the largest technology company in the world and yet most customers do not see the breadth and depth of what we do,” said Glenna Patton, vice president of Brand Strategy and Experience Design for HP, in a statement. “‘Let’s Do Amazing’ celebrates HP’s roll-up-your-sleeves culture of do-ers who don’t just talk and don’t just think–and will stop at nothing short of amazing to innovate and deliver for customers.”
According to the Wall Street Journal, more than 20 of HP’s usual ad agencies fought to grab the business for this promotion, but with 72andSunny winning out in the end, you can check out the spot with Dr. Dre below. Share your thoughts in the comments section!