In this iconic HP ad, EDS (now part of HP) cleverly tackles the chaotic and challenging nature of managing complex business processes. The ad uses the metaphor of herding cats to illustrate how difficult it can be to manage systems that are constantly in disarray or poorly coordinated. The humor comes from the absurdity of trying to control something that’s inherently uncontrollable, which is a situation all too familiar for businesses that rely on seamless operations.
The Formula (That Works at Any Budget)
Metaphor-Based Humor = Instant Recognition – The metaphor of “herding cats” is instantly recognizable to anyone who has ever had to manage a complex project or disorganized systems. The absurdity of trying to control the uncontrollable draws a laugh while also making a strong point.
→ Lesson: A well-known metaphor can make a complex issue relatable and humorous without over-explaining.
Exaggeration for Effect – The commercial takes the metaphor to extreme lengths, showing people literally chasing after cats, trying (and failing) to herd them. This exaggeration amplifies the humor while driving home how challenging it can be to deal with poorly managed systems.
→ Lesson: Use exaggeration to make a point about complexity and difficulty, while keeping the tone light and relatable.
Product as the Solution in the Background – EDS’s solutions are the quiet, invisible force behind the scenes, making sure everything runs smoothly and efficiently—like a good cat herder (in theory). The focus is on the chaos that would ensue without the product, rather than directly showing the product itself.
→ Lesson: Sometimes the most effective way to position your product is to show what happens without it—letting the chaos do the talking.
Humor Through Physical Comedy and Quick Cuts – The ad uses visual gags and physical comedy (people chasing cats) to emphasize the frustration and absurdity of the situation. Quick cuts keep the pacing sharp, enhancing the comedic effect.
→ Lesson: Quick pacing and visual gags help keep the humor fresh and engaging.
Humor Breakdown:
The ad employs absurdist humor through its exaggerated metaphor of “herding cats.” The humor arises from the ridiculousness of trying to control something that doesn’t want to be controlled, making it an effective way to highlight the challenges businesses face when trying to manage complex systems. The situation is both relatable and funny, making the message stick while keeping the tone light and accessible.
Final Verdict
HP’s EDS “Cat Herders” ad takes a complex issue—managing business processes—and uses a playful, absurd metaphor to make it both funny and relatable. The humor drives home the importance of having reliable solutions to prevent chaos and inefficiency. It’s a clever way of showing how EDS (now part of HP) can bring order to the chaos of business operations.
Brave-o-meter score:
B-9 | R-9 | A-9 | V-9 | E-9
BRAVE – 9/10
Watch the full ad & learn more:
Website: HP
LinkedIn: HP LinkedIn Page
