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22 November 2019

Is this the real life?

by Andrew MacGregor


HP: “Get Real” - 30s

HP put themselves in an awkward position with this otherwise diverting commercial, which doubles down on the brand's 'Get Real' mantra. As Screaming Jay Hawkins's ‘I Put a Spell On You' plays in the background, we see a ‘greatest hits' of selfies, Snapchat filters, and myriad social media interactions. Needless to say, the hardware giant think a reality check is due.

What this ostensibly means in practice is reduced screen time and a greater emphasis on physical media. That's all well and good, but would the brand simply prefer eyes were glued to their laptops instead of their pocket-sized (and increasingly powerful) rivals? Furthermore, the idea of printing more rather than less may irk environmentally-conscious viewers.


Director's Agent: OB Management Ⓟ Ⓦ

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