Edelman Gloriously Skewers Apple’s Inadequacies In New Campaign For HP Using The Voice Of Siri

Edelman Gloriously Skewers Apple’s Inadequacies In New Campaign For HP Using The Voice Of Siri
B&T Magazine
By B&T Magazine
SHARE
THIS



In the ongoing battle for relevance in the luxury technology market, HP has launched a new offensive via Edelman in the form of five videos aimed at prospective buyers’ funny bones.

Aussies everywhere feel trapped in their relationship with Mac, so HP is showing them how to escape. Watch Dave – a long time Mac lover – break up with his first love, with a little help from the real voice of Siri.

The campaign shows Dave in couple’s counselling with his Macbook (voiced by Susan Bennett, the original voice of Siri). After years of slowly dwindling happiness, he’s decided to let her down gently in a safe setting.

The inspiration for the campaign came from Aussies’ own experiences – they felt trapped in the Mac ecosystem, ignored by Mac’s product designers, and forced to buy expensive dongles to simply connect.

The campaign will go live across YouTube, Instagram, Facebook, VOD and native, with bespoke short executions in social.

Check out the work below:

The campaign is interesting for a number of reasons, not least of which is the fact Edelman produced the content in-house.

Commenting on the work, Edelman Australia’s ECD Jamil Bhatti said he was incredibly proud to have produced the work in-house.

“It’s an exciting world we live in now where stories that travel are king. HP has had a long standing relationship with Edelman here and globally and we have been delivering integrated work for them for a number of years. This campaign is no different and has allowed us to use the full skill set available at Edelman, delivering content creation, media partnerships, internal comms and ultimately a fun and sharable story. This is the type of work we’re doing for a number of clients and you’ll be seeing lots more of it in the coming months,” Bhatti said.

“We got a great brief from HP and if their bravery was going to get matched by us, we had to be hugely in each other’s pockets. Dan, myself and the team are on a WhatsApp group to make sure we could be as collaborative as possible, because the work gets so much better when agency client are one team, pushing for the same outcome.

Also interesting is the fact this campaign has been filmed and produced as social content first, not a TVC.

Dan Henry, CMO, HP South Pacific, says HP has had a strong brand for a long time, but Apple has outshone all other comers when it comes to positioning its products as luxury items.

“When it comes to the quality and reliability, the brand signals that we have say that HP is still super strong. It’s just the premiumisation of the brand that Apple has done so emotionally connecting . . . what carrying that product means to customers who are purchasing Apple. It’s not just about the features and benefits. It’s about what that says about them. I feel like that’s the differentiation that they’ve done a really good job at and that we have to work harder at and giving people a brand and an emotional reason why to choose HP,” Henry explains.

Credits:

Managing Director (Edelman): Fern Canning-Brook

CMO HP South Pacific: Dan Henry

Director –  Jason Perini

Executive Creative Director (Edelman) – Jamil Bhatti

Senior Producer (Edelman) – Jasmin Malam

Copywriter (Edelman) – Joshua Campbell

Art Directors (Edelman) – Jackson Ainsworth & Marcel Bingham

DOP / Editor (Edelman) – Jilvan Mohammadi

Public Relations Lead (Edelman): Thom Landers

Audio House – Song Zu

Dave Character – Mansoor Noor

Therapist Character – Cheree Cassidy

Siri – Susan Bennett

Media Planners – PHD

Digital Strategy (Edelman) – Chris Richardson

Strategy Director (Edelman) – Ian Foulds

Social Media (Edelman) – Meg Syme, Edwina Jones, Manal Abdulaleem and Laura Currie

Please login with linkedin to comment

Apple HP MacBook Siri

Latest News

Taboola Launches Beta For Short Form Video Offering, Taboola Stories
  • Technology

Taboola Launches Beta For Short Form Video Offering, Taboola Stories

Content discovery and native advertising platform Taboola has announced the beta of ‘Taboola Stories’, a new way for publishers to engage readers through short-form video. Publishers will be able to embed Taboola Stories within their homepages and articles in mobile environments, presenting readers with constantly updated recommendations that, once selected, launch vertical, mobile-friendly stories that […]

Study: Aussie Metro Radio Numbers Up 2% To 11.1 Million In 2020
  • Media

Study: Aussie Metro Radio Numbers Up 2% To 11.1 Million In 2020

The Australian metropolitan commercial radio audience grew by two per cent to nearly 11.1 million listeners in 2020, in a year dominated by COVID-19 which saw the number of people listening at home jump by eight per cent to 6.4 million. Commercial Radio Australia’s annual listening summary, based on an average of the five official […]

Aussie Indie Agencies Forecast Staff & Revenue Boost for 2021
  • Advertising
  • Media

Aussie Indie Agencies Forecast Staff & Revenue Boost for 2021

Independent media agencies are predicting a strong recovery from the effects of COVID-19, forecasting an increase in staff and revenue in 2021, according to data from the Independent Media Agencies of Australia’s (IMAA) second Pulse Survey of its members.

HeartKids Unveils New Identity, Via Brand And Design Agency Hulsbosch
  • Marketing

HeartKids Unveils New Identity, Via Brand And Design Agency Hulsbosch

Australian congenital heart disease profit-for-purpose charity HeartKids has launched a new brand strategy, identity and logo created by independent brand and design agency Hulsbosch. Leaders in the fight to conquer congenital heart disease, HeartKids aims is to raise awareness of the disease, as well as enhance the conditions’ profile as a health priority to a […]

Kid’s Site Launches New Service To Better Connect Brands With Kids
  • Marketing

Kid’s Site Launches New Service To Better Connect Brands With Kids

TotallyAwesome, the Asia Pacific’s most advanced forum for kids and brands to safely interact via the internet, is launching a new service for brands to connect with young audiences. The business has also engaged an eminent Melbourne-based paediatric psychologist to assist with appropriate brand and audience connectivity. The new service, called AwesomeLTV, is an acceleration of TotallyAwesome’s abilities to […]

Stan Original Series ‘Rupaul’s Drag Race Down Under’ In Production
  • Media

Stan Original Series ‘Rupaul’s Drag Race Down Under’ In Production

Nine Entertainment SVOD service Stan has revealed its original series, RuPaul’s Drag Race Down Under, will be arriving to the platform in 2021. The eight-part, first-ever local adaption of the global hit series will see “the most fabulous” and “fierce” local drag queens compete to be the first ever Down Under Drag Race Superstar, Stan […]

Berlin, Germany - 05 28 2016: Apple iPhone 6s screen with social media applications Facebook, Instagram, Twitter, Google, Youtube, Snapchat, Vimeo, LinkedIn, Pinterest, WhatsApp etc.
  • Opinion

Social Media: Does Its Value Equal The Hype?

In his first post for 2021, B&T regular Robert Strohfeldt points his magnifying glass at digital media’s hype and argues it’s possibly not cracked up to all it purports to be… In the past few months, I have seen many CVs of young graduates seeking a career in marketing and/or advertising.  I could fool myself […]

Opinion

by B&T Magazine

B&T Magazine
Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program
  • Marketing
  • Technology

Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program

B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform. The collaboration will see both companies come together to shake up the end-to-end event service model across APJ. “As the only true integrated event marketing and management platform servicing everything from […]