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They Know How to Keep You Watching...

New concepts in advertising these days rely on creative thinkers with a knack for using the latest technology in innovative ways. Some truly amazing advertising campaigns featured in New York’s Times Square have revolutionized the concept of the billboard in the past year or two, making video advertising space dynamic and interactive.

HP’s 2007 marketing tie-in with Serena Williams and the U.S. Open featured a cartoon Serena battling a big, bad robot across multiple video-equipped building surfaces. The result is a fun, dynamic use of advertising space that catches the eyes of passers-by. If the story played out on a single screen, it would be cute, but it wouldn’t have the desired effect for the marketers.

The denizens of times square are used to seeing video flashing over their heads, but by utilizing multiple screens and creating the impression that the bang-up fight is happening in a “real” space above the street is fun and visually arresting enough to draw a crowd. Another great thing about this marketing strategy is the way it naturally leads the viewer to think of this story happening in a variety of visual spaces. If you find the cartoon charming, the next logical step is to follow the posted web link and watch the rest of the story online, which gives HP another chance to sell you their product.

Creative design strategies, combined with mastery of the best video and effects technologies, have become a staple of HP’s marketing strategy. The new series of tv ads featuring Petra Nemcova, Steve Jobs, Jay-Z, Vera Wang, and Pharrell play with levels of visual space and reality in an engaging way, while at the same time showing you what their product can do. This innovative HP advertising campaign has definitely won fans in the creative industries with its bold, inventive, and visually pleasing spots.