HP’s Wonder-Filled Holiday Ad Brings a Bit of Magic to Solitary City Dwellers

Brush up on your puppeteering

Headshot of Angela Natividad

We often take for granted how lonely the holidays can be for some—especially in big cities, where, sometimes, it seems the people you know best are those you see just outside the window.

Ahead of the holidays, and for its “Keep Reinventing” campaign, HP gives us “Reinvent Giving,” the charming story of a woman who uses her HP Spectre x360 to give the people in the tenement facing her something special.


Created by BBDO San Francisco with direction by Sara Dunlop, “Reinvent Giving” has the soft focus of a feel-good holiday ad, and plenty of positive feels to go around. The woman’s objective is to bring a special holiday surprise to a little girl with a latchkey vibe; you get the sense she’s left to her own devices more often than she’d like.

By sending out a series of holiday-themed invitations and instructions, our laptop-touting heroine uses the little girl’s neighbors to organize a special, snow-decked marionette show just for her.

Who works as a puppeteer anymore? Who keeps bowls of ready-made snowfall around?

Maybe these questions aren’t worth asking. Per BBDO, the idea was driven by the insight that millennials long for joy, mystery and magic in life. So when you’ve got a bit of it in front of you, it’s perhaps best to take it and run.

The work supports HP’s ongoing push into the premium PC market, where it’s increasingly stealing share from Apple and attracting new customers. HP’s PC business has delivered three consecutive quarters of double-digit revenue growth, and earlier this year, retook the spot of No.1 in PC market share.

“Reinvent Giving” will run globally on digital, and via broadcast in 12 markets.

CREDITS
Client: HP
Title: Reinvent Giving

Agency: BBDO San Francisco
David Lubars, Chief Creative Officer, BBDO Worldwide
Matt Miller, Chief Creative Officer, BBDO San Francisco
Jakub Szymanski, Creative Director
Alex Stainton, Creative Director
Jason Moussalli, Art Director Associate Creative Director
Adam Balogh, Copywriter Associate Creative Director
Amanda Moody, Senior Producer
Louise Doherty, Head of Integrated Production
Rodney Hameroff, Business Affairs Manager
Audrey Melofchik, Worldwide Senior Director
Elana Shea, Group Account Director
Diana Wolff, Management Supervisor
Nivie Roberts, Account Executive
Tim Millar, Chief Strategy Officer
David Murray, Senior Planning Partner
Heidi Keel, Communications Planning Director

Production Company: Rattling Stick/LA & UK
Sara Dunlop, Director
Polly Ruskin, Line Producer

VFX Company: The Mill/LA
Adam Lambert, VFX Supervisor/Artist
Karina Slater, VFX Producer

Music House: Big Foote/NY

Edit House: Lost Planet/LA
Andrea MacArthur, Editor
Amanda Perry, Editor
Aimée Hinkley, Post-Producer
Adam Scott, Senior Colorists

Sound Designer: Big Foote/NY

Mix Studio: Lime/LA
Matt Miller, Sound Mixer


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@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: November 7, 2017 https://dev.adweek.com/creativity/hps-wonder-filled-holiday-ad-brings-a-bit-of-magic-to-solitary-city-dwellers/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT