In this humorous ad, HP and EDS (Electronic Data Systems) dive into the often-chaotic world of IT departments. The commercial humorously depicts the frustration of working with outdated, unreliable technology and the overburdened IT professionals who have to fix it. By showcasing these struggles, the ad positions HP’s solutions as the perfect fix for all the technical woes that organizations face.
The Formula (That Works at Any Budget)
Real-Life Situations = Instant Connection – The ad uses relatable office dynamics, highlighting the awkwardness and frustrations of dealing with technology that just doesn’t work. The comedic over-exaggeration of the chaos in the IT department connects with anyone who’s ever dealt with slow computers or unexpected crashes.
→ Lesson: Tap into relatable situations that your target audience is likely to face. They’ll appreciate the humor and connect more deeply with your product.
Humor Through Exaggeration – The ad uses exaggerated, almost absurd scenarios to amplify the usual frustrations of IT work. This allows the product to stand out by providing a solution to the “impossible” problems depicted.
→ Lesson: Humor can work well by pushing scenarios to their extremes—making the problem seem so large that only a capable product can fix it.
Product as the Silent Hero – While the ad humorously showcases the chaos of the office, HP’s solutions are subtly presented as the solution. The focus is not on the product itself, but rather on the way it smooths out the mess and makes life easier for the overworked IT professionals.
→ Lesson: Don’t force the product into the spotlight—let it naturally solve the problem in the background.
Fast-Paced Editing – The ad moves quickly, with rapid cuts and snappy transitions. This keeps the energy high and makes the humor land faster.
→ Lesson: Pace your ad for quick engagement—short, fast moments keep the attention focused on the punchlines.
Humor Breakdown:
The ad relies on absurdist humor and exaggeration. The chaos in the IT department is ramped up to almost ludicrous levels, with the “IT problems” being so over-the-top that it creates an immediate comedic effect. The humor is also situational—playing off the common challenges faced by IT professionals in a way that many can instantly relate to.
Final Verdict
HP’s EDS commercial is a clever way of addressing IT issues with humor, while subtly positioning their product as the solution. The exaggerated scenarios and relatable frustrations make it a standout in the world of B2B advertising, offering a blend of humor and practical benefits.
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
