HP’s “Phish in a Barrel” commercial tackles the ongoing problem of cybersecurity threats, specifically phishing attacks, with a blend of humor and serious messaging. By exaggerating the ease with which hackers can target vulnerable systems, HP highlights the need for strong, reliable security solutions to protect against these growing threats.
The Formula (That Works at Any Budget):
Exaggerated Threat = Instant Engagement – The ad begins with a comically exaggerated phishing scenario, where the attacker is depicted as overly confident in their ability to breach the system. This sets the stage for the visual metaphor of “phishing in a barrel,” underscoring how easy it is for hackers to infiltrate weak systems.
→ Lesson: Amplify the risk of the problem your audience faces to grab their attention and highlight the need for a solution.
Humor Through Relatable Security Concerns – The ad plays on the all-too-familiar fear of being targeted by cybercriminals. The ridiculousness of how easily the hacker can succeed adds humor, making the message more relatable and engaging for viewers concerned about their own online security.
→ Lesson: Use humor to address serious issues, making them feel more approachable while still emphasizing their importance.
HP as the Defender – As the ad progresses, HP’s security solutions are presented as the ultimate safeguard against these types of attacks, transforming the once easy target into something much harder for cybercriminals to exploit. The message is clear: HP provides the protection you need to stop attacks before they start.
→ Lesson: Position your product as the key protector, showcasing how it neutralizes the threats your audience is worried about.
Clear Contrast = Powerful Message – The ad contrasts the ease with which phishing attacks occur with the robust security HP provides, emphasizing how vulnerable systems are without the proper safeguards. This stark contrast underlines the necessity of using a trusted security solution.
→ Lesson: Highlight the vulnerability of the status quo and position your product as the secure, effective solution.
Humor Breakdown:
The humor stems from the exaggerated, almost cartoonish depiction of how easily the hacker is able to fish for sensitive data. It’s absurd yet relatable—everyone has at least heard of phishing attacks, so seeing the hacker make his job look so easy feels ridiculous. The humor draws attention to the serious nature of the threat while also engaging viewers in a lighthearted way.
Final Verdict:
HP’s ad does an excellent job of balancing humor with a serious message about cybersecurity. By exaggerating the ease of phishing attacks and showcasing HP’s strong security solutions, the ad positions HP as the must-have solution for businesses and individuals who want to avoid falling prey to these kinds of attacks.
Brave-o-meter score:
B-7 | R-9 | A-8 | V-7 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: HP
LinkedIn: HP LinkedIn Page
