HP aims for 'amazing' with ad campaign

Hewlett-Packard is ready to go with a new series of ads intended to jazz up its image among businesses, consumers, and even its own employees.

Lance Whitney Contributing Writer
Lance Whitney is a freelance technology writer and trainer and a former IT professional. He's written for Time, CNET, PCMag, and several other publications. He's the author of two tech books--one on Windows and another on LinkedIn.
Lance Whitney
2 min read

Printers aren't exactly synonymous with pizazz, and that can be a drag for a tech company that wants to be known as more than just a printer maker. Which brings us to Hewlett-Packard's new marketing campaign.

The company, which also happens to be the PC market leader, is embarking on a new effort designed to juice up its image among people who may see it only as a traditional printer manufacturer.

Developed by the ad agency 72andSunny, HP's new tagline "Let's Do Amazing" will drive a new series of TV spots and digital media ads set to debut March 13. The ads are being geared not just toward consumers and businesses but also to HP's employees, many of whom are new to the company.

The promotion will feature stories from businesses such as UPS and the Venetian Hotel and celebrities such as rapper Dr. Dre and photographer Annie Leibovitz, all talking 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."

More than 20 of HP's usual ad agencies fought to grab the business for this promotion before the company finally chose 72andSunny. The eight-week campaign is likely costing HP around $40 million, according to The Wall Street Journal, (subscripion required) citing a person familiar with the matter.