In this classic HP and EDS commercial, the ad imagines a humorous scenario where an airplane’s complex systems are being operated in a disorganized, chaotic manner—illustrating what happens when business processes aren’t handled properly. The premise: EDS’s solutions are the equivalent of the reliable, streamlined systems that would make this airplane run smoothly. The humor comes from watching the absurd and wildly inefficient ways things could go wrong in a high-stakes, critical situation.
The Formula (That Works at Any Budget)
Absurdist Humor = Instant Engagement – The commercial’s premise—imagine a plane in mid-flight being managed by people who are clearly unqualified—is an absurdist exaggeration that lands well because it is both ridiculous and relatable. Who wouldn’t want a smooth-running operation over chaos in such a scenario?
→ Lesson: Exaggeration and absurdist humor can highlight the importance of the problem in a memorable way.
Situational Comedy in High-Stakes Environments – The absurdity of dealing with high-tech systems in a way that would put lives in danger is used to drive home the idea that businesses need reliable solutions. The situation is relatable, but exaggerated to show just how risky things can get when systems fail.
→ Lesson: Take a high-stakes situation and magnify the potential for chaos to underscore your message.
Product as the Reliable Solution – The focus isn’t directly on EDS’s products, but it’s clear that their solutions are what would make this nightmare scenario avoidable. The technology is implied to be what holds everything together, as it would provide reliability and safety where there’s none.
→ Lesson: Sometimes the product doesn’t need to be shown directly—it’s about the role it plays in making things work seamlessly.
Fast, Punchy Humor – The ad uses quick cuts and sharp humor to convey the chaos effectively. This fast pacing helps keep the energy high, maintaining a comedic tempo throughout.
→ Lesson: Pacing matters in comedy. Keep it sharp and quick to maintain the audience’s attention.
Humor Breakdown:
This ad uses absurdist humor and situational comedy. The premise is ridiculous—what would it be like if an airplane was being operated like a poorly run business? The chaos in this imagined scenario is funny precisely because it’s so over-the-top. The absurdity of a life-or-death situation being mishandled so badly keeps the viewer entertained, while the underlying message about the importance of reliability in business operations is crystal clear.
Final Verdict
HP’s EDS “Airplane” ad combines absurdity with high-stakes humor to demonstrate why reliable business processes are essential. The scenario is exaggerated to the extreme, making the point that chaos leads to disaster, while highlighting the value of EDS’s solutions in a fun, memorable way.
Brave-o-meter score:
B-7 | R-8 | A-7 | V-8 | E-8
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: HP
LinkedIn: HP LinkedIn Page
