HP has launched “Language of Touch”, a U.S. marketing campaign supporting a new suite of touchscreen-enabled personal computer products. These products fully showcase the impact of the new Windows 8 PC experience, offering touch features and entertainment capabilities for tablets, along with creative and productivity power of the traditional PC. They have been designed for consumers to be able to take full advantage of Windows 8, so they can do the things that matter to them. Initially, the campaign will focus on the HP ENVY 4 Ultrabook and HP TouchSmart all-in-one desktop, with ads for additional products to follow. Each of the ads tells the story of a real person for whom touch and HP technology are integral to how they create and interact with the world. The campaign will be supported by a multimillion dollar national TV and print effort during the holiday period.
The “Sound of Touch” features a deaf DJ, Robbie Wilde, who relies on the HP ENVY 4 Ultrabook to feel the bass and touch the waveforms on screen. Touch is what makes his successful DJ career possible. Introducing the HP ENVY 4 Touchsmart Ultrabook™ It’s the ultra-thin, ultra-light Ultrabook featuring Windows 8 and the power of Beats Audio™. Click on the image below to play the video in YouTube (HD)
The “Closeness of Touch” commercial stars film director Peter Ramsey and his 15-year-old twins. The HP TouchSmart all-in-one brings Peter and his family together in a whole new way. Introducing the HP ENVY 23 Touchsmart All-in-one PC made for Windows 8. With a 23″ diagonal full HD glass display, it has something for everyone in the family. Because staying close matters. Click on the image below to play the video in YouTube (HD)
The HP Language of Touch campaign was developed at BBDO New York by chief creative officer David Lubars, executive creative directors Tom Godici and Greg Ketchum, creative director Mark Voehringer, senior art director Miles Gilbert, senior copywriter Nick Sylvester, senior account director Ladd Martin, art director Banks Noel and copywriter Lucas Owens (Closeness of Touch), account director Casey Ritts, account manager Heather Linde, senior account executive Jon Colclough, assistant account executive Jordan Isicoff, head of integrated production Dave Rolfe, group executive producer Alex Gianni, executive producer Annie Uzdavinis, music producer Loren Parkins.
Filming was shot by director Mathew Cullen via Motion Theory, Los Angeles, with director of photography Tami Reiker, executive producer Javier Jimenez, line producer Bernard Rahill, production supervisor Malcolm Wax, production coordinator Tara Clark, researchers Suchi Ahuja and Lasse Kristensen.
Editors were Doug Walker and Adam Schwartz at Beast, Los Angeles, with assistant editors Sean Fazende and Luc Giddens, graphic designer Spencer Seibert, executive producer Jerry Sukys and producer Darby Walker.
Telecine was produced at Company 3 by colorist Siggy Ferstl, executive producer Rhubie Jovanov and producer Matt Moran.
Audio mixing was done at Lime Studios by mixers Rohan Young, Sam Casas, Dave Wagg and executive producer Jessica Locke.
Visual effects/finishing were produced at Mirada, Los Angeles, by executive producer Patrick Nugent, creative director Kaan Atilla, Flame leads Max Harris, Alan Laterri, Dave Stern, producer Leighton Greer and production coordinator Nicoletta Maniolas.
Music is “Stache” by Zedd (The Sound of Touch). Music for “Closeness of Touch” was produced at Beacon Street Studios by executive producer Adrea Lavezzoli and music producer Leslie DiLullo.