HP's Father-Daughter Tearjerker Is an Excuse for a Back-to-School Cry

Emotive Effort From Giant Spoon Promotes the HP Sprocket

By Alexandra Jardine. Published on Sep 05, 2017

Editor's Pick

HP's latest ad is a back-to-school themed tearjerker about a father/daughter relationship....and a printer.

The spot is the story of a doting ad whose daughter is about to enter sixth grade. As he gets her up for her first day of school, she's showing all the signs of a pre-teen who finds her father just about the most embarrassing thing ever. She looks horrified when he stands next to her in the bathroom, virtually flinches when mom takes the obligatory back-to-school photo of them together and hardly even says goodbye as she sets off down the road to middle school.

Dad, meanwhile, has surreptitiously printed out the photo quickly on the HP Sprocket, a tiny printer that can print out snaps from your smartphone instantly, and slipped it into her lunchbox. But even when she finds it at lunchtime, she quickly hides it from her friends. The inevitable heartwarming reveal comes later, when her father arrives home -- still, apparently, ignored by his little girl. He goes into her room, nostalgically picks up a snowglobe and slumps, clearly feeling defeated, onto the lower bunk -- only to find a display of photos, including this morning's Sprocket print and all the past snaps of her with her father on the first day of school.

The spot is by Giant Spoon and was directed by Rudi Schwab. While HP is following a well-worn path with an emotive parent-child relationship tearjerker this year, it's a well-crafted effort, with the product playing an important, yet unobtrusive role in the story. And besides, it's a good excuse for a back-to-school cry as the kids head out the door into September.

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Sep 05, 2017
Giant Spoon
Chief Creative Officer:
Antonio Lucio
Global Head of Marketing, Imaging & Printing:
Vikrant Batra
Director of AMS Consumer Print Marketing:
Dan Henry
Jon Haber
VP of Brand Management:
Pierre Parisot
Creative Director:
Joe Fotheringham
Art Director:
Joe Fotheringham
Director of Strategy:
Adam Wiese
Mariel Strauch
Junior Strategist:
Madeleine Reeves
Christina Villaflor
Senior Brand Manager:
Jamie Yang
Business Affairs:
Catherine Huang
Production Company:
Rudi Schwab
Executive Producer:
Mark Kovacs
Head of Production:
Natalie Warkenthien
Stephanie Haberman
Ricardo Lopez
Jody Peters
Music Supervision:
Good Ear Music Supervision
The Teenage Diplomat
Matt Popieluch
Jason Quever
Hunter Robert Baker
Music EP/CD:
Buzzy Cohen
Sound Mixing:
Lime Studios
Executive Producer:
Susie Boyajan
Dave Wagg
Audio Assistant:
Stephen Fredericks

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