AdAge: HP PROMOTES INSTANT INK WITH A VAMPIRE COMEDY

HP PROMOTES INSTANT INK WITH A VAMPIRE COMEDY

Rob McElhenney directs new ads from Goodby Silverstein & Partners

Printers and the undead might seem like an unlikely combination. But HP 's agency Goodby Silverstein & Partners came up with that idea for promoting its Instant Ink subscription service in a comedic series of ads featuring a married couple of "spokes-vampires."

To get across the idea that the ink is delivered automatically before you run out, meaning you don't need to leave your house, the vampires, portrayed by Beth Dover ("Orange is the New Black") and Tom Musgraves ("Fargo"), are shown in various scenarios using their printer.

For example, in a 30-second hero ad, when they run out of cyan ("What even is cyan?" asks the vampire wife despairingly) they contemplate going to the store, but alas, they can't because of the sunlight. However, that's OK because the ink will be delivered at any time. Two other 15-second films sees them printing out copies of bat paintings, and portraits of themselves over the decades of the last century.

The spots were directed by "It’s Always Sunny in Philadelphia"’ actor Rob McElhenney. “It’s easy to see yourself and your spouse in Vicky and Rus and that’s where we found the most comedy. These vampires are just like us, but immortal,” said McElhenney in a statement. “We love using the fact that vampires can’t leave their house during the day to highlight how annoying it is to run out of ink.”

“The idea wasn’t to write TV commercials, but rather approach these more like an episodic sitcom. We want people to ask ‘when’s season 2 coming?!’ That’s why Rob was the perfect guy for the job,” added Laura Petruccelli, executive creative director at Goodby.


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