HP summons the spirit of Star Wars to 'Keep Reinventing'

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Laptops and smart printers power impressive feats of the imagination

In a new series of HP ads from BBDO New York, a brave little droid undertakes a perilous mission of vital importance, and uninterrupted supply lines keep the focus on family fun.

Both spots feature creative endeavors, in keeping with HP’s new "Keep Reinventing" slogan. In "DIY," a teen builds an extremely accurate R2-D2 replica from scrap parts (sans heuristic processor) and uses his HP laptop to direct a message across town.

In "Epic Battle," the tech takes a backseat to theatrics as a director dad prints page after page of a special flipbook, while his printer orders more ink on its own. Wookieepedia buffs might notice a cameo by Garrick Hagon, who played Biggs in Episode IV, looking much better than he did during the Battle of Yavin. Do you think he gives David Prowse the evil eye at conventions?

Campaign Credits

Client: HP
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Toygar Bazarkaya
Creative Director / AD (DIY): Monty Pera
Creative Director / CW (DIY): Don Marshall Wilhelmi
Associate Creative Director / AD (EB): Jake Shaw
Associate Creative Director / CW (EB): Ash Tavassoli
Account Director: David Ritter
Account Manager: Jaimie Donohue
Agency Producer: (DIY & EB) Katherine Cheng
Agency Producer (EB): Ted McEnaney
Group Director, Behavioral Planning: Gordon McLean
Director: Tom Tagholm
PRODUCTION COMPANY: Park Pictures/London
Executive Producer: Dinah Rodriguez, Stephen Brierley and Jackie Kelman Bisbee
Line Producer: Nick Goldsmith
DP: Erik Alexander Wilson
Editor (DIY) : Tim Hardy/Stitch London
Editor (EB): Carlos Arias/Rock Paper Scissors
VFX: The Mill/New York
Colorist: Fergus McCall
Sound Engineer (DIY): Philip Loeb
Sound Engineer (EB): Keith Reynaud
Music Supervisor (DIY) : John Mellilo & Julia Millison
Music Supervisor (EB): Loren Parkins


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