Two office workers complain about running out of printer ink, calling it a problem that “really, really stinks.” One of them, Steve, introduces HP Instant Ink. A rap-style voiceover kicks in, listing benefits like fast ink delivery, saving up to 50%, and equal pricing for black, white, or color ink. The ad uses quick cuts to show how their lives improve. With no more printer interruptions, they have time to juggle, slice butter, drink martinis, and use hand sanitizer—carefree and stress-free thanks to Steve (and HP).
The Formula (That Works at Any Budget)
Common Pain Point = Running out of printer ink
The ad focuses on a small but familiar frustration—printer ink running out when you need it most.
→ Lesson: Choose a specific, everyday office pain and offer a clear fix.
Unexpected Delivery = Rap-style narration in an office
Instead of a typical explainer, the ad uses a playful, rhyming script. The rap lists product benefits in a fun, engaging way.
→ Lesson: Use creative formats to deliver key messages in a memorable way.
Simple, Sticky Message = “#NeverRunOut”
The tagline says it all. HP Instant Ink makes sure you never run out of ink again.
→ Lesson: Distill your value proposition into a short, powerful phrase.
Humor Breakdown
The humor is low-key and awkward in a good way. Office workers suddenly start rapping and doing quirky things like juggling apples or rubbing hand sanitizer in sync with the beat. The deadpan delivery adds to the charm.
→ Lesson: Light, self-aware humor can make even a practical solution feel fun and memorable.
Final Verdict
This HP ad is simple, catchy, and relatable. It takes a boring office problem—running out of ink—and turns it into a reason to smile. The rap narration makes it stand out, and the visuals reinforce the product’s benefit: no more stress, no more interruptions, and no more ink surprises. It’s an effective way to show how HP Instant Ink saves time, cuts costs, and brings peace of mind to office life.
BRAVE-o-meter Score:
B-6 | R-8 | A-7 | V-6 | E-7
BRAVE – 6.8/10
Watch the full ad & learn more:
Website: hp.com
LinkedIn: HP on LinkedIn
