Glenna Patton, H-P's vice president of brand strategy, who joined the company from Viacom's MTV, says studies show that H-P stands for "reliability" and "quality" in the minds of customers, but that the brand lacks "a real differentiation in personality and distinction."
The new campaign, which strikes a light-hearted tone, is scheduled to begin this weekend, and will include TV, print, the Internet and radio.
Other celebrities featured in the new ads include photographer Annie Leibovitz. Also participating are companies such as United Parcel Service that use H-P technology.
The ads will carry the new slogan: "Lets Do Amazing."
Hewlett-Packard is promoting itself as a broader technology company in a new advertising campaign—HP's first in five years—featuring Flight of the Conchords star Rhys Darby and rapper Dr. Dre. The Wall Street Journal reports on the new ad campaign: