Goodby’s Handiwork Highlights HP PCs

SAN FRANCISCO Goodby, Silverstein & Partners here will launch a global campaign next week for Hewlett-Packard’s personal computers.

The work introduces the tagline, “The computer is personal again.”

The push starts breaking on Tuesday and consists mainly of spots featuring different entertainment and business celebrities, each demonstrating how the contents of their PC represents who they are.

Special effects are front and center in each ad, similar to the visual trickery of HP’s multi-award-winning “Pictures” campaign for its digital cameras and printers.

Print work uses a drawing of a hand as its chief image; one execution shows the hand “picking up” musical notes. Hand-written copy advises, “Take you with you.” (The print pieces focus on various product features, including fingerprint recognition.)

Ads will direct people to the Internet site’s viral component, where they can create their own Web films.

HP of Palo Alto, Calif., spent $510 million on advertising in 2005, per TNS Media Intelligence.

HP’s previous personal systems group work was tactical, and not emotional, said David Roman, vice president of marketing communications for the personal systems group. “And what we’ve lost, as a result of that, is what HP stands for in the world of PCs,” he said.

The new work “is a strong enough story to build on for a couple of years,” Roman said.

HP and Dell are in a tight battle for control of the PC marketplace, with HP trailing in terms of global market share 15 percent to 16.5 percent, according to data from research firm Gartner. In the U.S., Dell’s share is 30 percent, while HP commands 18.5 percent. Consumer numbers for desktop and notebook computers for the fourth quarter 2005 show HP leading Dell in market share, 15.7 percent to 12.5 percent, per IDC.

Dell in its ads has stressed service and the ability of consumers to customize systems. Another player of note, Apple Computer, this week unveiled ads in which actors personify Macintosh and PC systems. The former are depicted as young and hip, the latter as older and beset by viruses.

This story was updated from a previous post to include consumer sales figures.