HP is preparing to launch an eight-week long, $40 million advertising blitz. Billed as "Let's Do Amazing," the ad campaign is HP's first in some five years, and the company has signed on some celebrity talent. Rapper Dr. Dre, comedian Rhys Darby, and photographer Annie Leibovitz are among those involved. Ads will rollout this weekend on TV, radio, print, and of course, the Internet.
HP hopes the advertisements will help makeover its image, which is often associated with business, despite the company's "Personal Again" ad campaign. "Most people think we are just a printer company," said Michael Mendenhall, HP's chief marketing officer. Another HP exec noted that although the company has grown significantly over the last five years, "most customers do not see the breadth and depth" of what it does.