CyberCritique: HP just as cool as ever, but ads skip vital point.(Hewlett-Packard banner advertising on Wired.com)(Brief Article)

Advertising Age, September, 2000 by Carmichael, Matt

MARKETER: Hewlett-Packard Co.

WHERE TO FIND IT: Wired.com

CRITIQUE: We like cool stuff. We like banner ads that draw us in using something to play with, rather than barking some boring message about how to get a better credit card. We, in general, like what HP has done in the past several years with its advertising.

We like HP banner ads in the same way we like Seagram Spirits & Wine Group's Absolut ads even though we don't drink much vodka. We like this work the same way we like Mountain Dew spots -- even though we take part in few sports, extreme or otherwise, and consume our caffeine in less-neon formats.

In other words, we have a strong feeling of brand loyalty to the company's ads, if not necessarily their products.

In...

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