BBDO Japan tackles stereotypes in first work for HP Spectre laptop

Computer manufacturer HP has released the latest version of its Keep Inventing campaign in Japan with a series of ads pushing its new laptop.

It is the first work created by BBDO Japan since being appointed to launch the product earlier this year.

The campaign features three 30-second spots, all featuring Japanese woman chasing their dreams after rejecting traditional work and family expectations.

The ads demonstrate the functionalities of the Spectre model under the tagline “reinvent stereotypes”

The campaign will run in-store, online and on-screen.

BBDO Japan chief executive Tony Harris said: “It has been a pleasure to work alongside HP in developing a campaign which has been prepared to take on the status quo in Japanese society.

“Importantly, it does not seek to downgrade the traditional points of view but instead modernise some of them to be more relevant for 21st century life.”


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