HP Calls Out the Many Ways Technology Has Stripped Our Lives of Authenticity – Adweek

Chances are youve seen the caption Instagram vs. Reality on social media. While the first photo is typically picture-perfect, the second attempts to inject some realness (and humility) into the situation.

For instance, parents often use the caption to show off a photo of their child smiling and looking directly the camera followed by another shot of said child in full meltdown mode. Its quickly become a way for people to not-so-subtly acknowledge that much of what we post doesnt tell the whole story.

The sentiment behind the caption is one that HP has tapped into for its latest campaign, Get Real. The spot repeatedly asks viewers if the many things weve become accustomed tolike responding lol to a text without actually laughing at all, or celebrating your dogs birthday by posting a long-winded tribute on social media instead of simply spending time with itare doing us any favors.

Created by Goodby Silverstein & Partners, the spot concludes by asking viewers if weve collectively lost touch with whats real.

The campaign promotes HPs printing business, the idea being that its better to print out a photo and stick it on the refrigerator than post it on Facebook and hope it racks up hundreds of likes from acquaintances disguised as friends.

Vikrant Batra, who was promoted to HPs chief marketing officer last year, said the campaign was created to show how many of the brands productslike its pocket-sized Sprocket printer that can print photos instantly from a smartphonegive users a way to bring their digital creations into the real world.

Weve lost the digital and analog balance in our lives, Batra said said. We strongly believe that we should be using techtech should not be using us. We have a fantastic, innovative portfolio that helps people connect the digital part of their lives and create a lot more physical memories.

The work marks the first out of GS&P since the agency started working with HP again. The two parted ways nearly 10 years ago following a longtime relationship, during which the agency created campaigns for the brand including The Computer Is Personal Again and Everything Is Possible.

In recent years, much of HPs advertising has focused on diversity and inclusion. In 2017, the company debuted a video featuring LGBTQ+ families to showcase its commitment to fostering an accepting and welcoming workplace. Last year, HP conducted a social experiment and film to challenge stereotypes around what an all-American family looks like.

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HP Calls Out the Many Ways Technology Has Stripped Our Lives of Authenticity - Adweek