HP Unleashes Digital Ad Strategy

Hewlett-Packard is set to tout its digital music products for the first time in a TV ad breaking Monday and its digital imaging products in a Web-only push next month.

The TV spot, slated for primetime, is from Goodby, Silverstein & Partners, San Francisco. In it, a young woman on the streets of New York City holds a Jornada, HP's handheld computer, and cues a song relevant to what she's watching at the moment. "Life has a soundtrack," the narration concludes.

Maia Ozguc, director of global brand advertising for HP, Palo Alto, Calif., said the effort is part of a three-pronged strategy to showcase the digital communication capabilities - in information, imaging and sound - of HP's products.

Plans call for a TV spot that broke last summer to be revived for the "information" part of the strategy. It shows a man having a newspaper delivered via the Internet to his HP printer only to have it ripped up and buried by his dog.

The digital imaging part of the strategy is the focus of the 100 Cameras Project, in which 100 people were given digital cameras and instructed to post their results on a Web site, to be flagged via Internet advertising.

No budget was given for the latest effort, but HP spent $168.4 million last year, according to the ad tracking service Competitive Media Reporting