HP's new 3D Capture Stage makes personal 3D printing easier than ever before. And nothing highlights that feature better than the story of a woman named Jane who loses her childlike sense of wonder completely by the time she gets to college and has to like, learn stuff (probably existentialism or the works of August Strindberg or something) and then a few years later gets taken to task for trying to decorate her office cubicle, only to climb the corporate ladder in a haze of ennui, pills, divorce, alcoholism and failed inter-office romances. What?

They chose The Children’s Silverlake Choir's rendition of Roger Hodgson's “The Logical Song,” as the soundtrack. But hell, the underlying tone of this spot is so surprisingly dark, they could have gone with Pink Floyd instead of Supertramp. Another Brick In The Wall, part 2, anyone?

Thank god there's HP, tho! Oh, and offspring we can live vicariously through. Let's be honest, the daughter was how she got the spark back, anyway.

Client: HP Chief Marketing Officer: Antonio Lucio VP, PPS WW Marketing, Consumer PC: Vikrant Batra WW Communications Director: Matt Cowling WW Marketing/Creative Sprout: John Randazzo Product Marketing Manager, Immersive Computing: Stephen Miller Chief Marketing Officer: Steve Fund VP Global Creative Director: Teresa Herd Marketing Director: Cassio Tiete Senior Marketing Manager: Elizabeth Lin Agency: 180LA Chief Creative Officer: William Gelner Creative Director/Copywriter: Zac Ryder Creative Director/Art Director: Adam Groves Head of Production: Natasha Wellesley Executive Producer: Erin Goodsell President/Global CEO: Mike Allen Account Director: Mike Slatkin Account Manager: Danielle Tisser Account Manager: Nicole Stokman Chief Strategy Officer: Mike Harris Head of Strategy: Jason Knight Planning Director: Anne Heuer Planner: Andrew Zakim Business Affairs: Loretta Zolliecoffer Production Company: Park Pictures Director, Director of Photography: Lance Acord Executive Producer: Jackie Kelman Bisbee Executive Producer: Mary Ann Marino Head of Production: Anne Bobroff Producer: Caroline Kousidonis Production Designer: Jason Hamilton Casting Company Director: Dan Bell Shoot Locations: USC, Menlo Club, Leo Carrillo State Beach, Hawley House, Los Angeles Editorial Company: Exile Editor: Kirk Baxter Executive Producer: Carol Lynn Weaver Producer: Lauren Pullano/Tobie Louie Completion/Special Effects Mill LA: Senior Executive Producer: Sue Troyan Producer: Kiana Bicoy Colorist: Adam Scott 2D Lead Artist: Steve Cokonis Recording Studio: Eleven Sound Mixer: Jeff Payne Asst Mixer: AJ Murillo Executive Producer: Suzanne Hollingshead Producer: Dawn Redmann Music Company:Agoraphone Producer: Dawn Sutter Madell Song: The Logical Song Writers: Roger Hodgson, Richard Davies
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

Comments (19)

  • Michelle's picture
    Michelle (not verified)

    Wow - this really hit home! Especially remarkable with the children singing "Logical Song" written by Roger Hodgson, one of my favorite songwriters and co-founder of Supertramp. Amazing how timeless and relevant his song's message is today, holding onto that innate place of wonder in a fast-paced world... while singing along to his lyrics, I realized his songs have a special way of reaching out to so many. And another tidbit, it is interesting how "Logical Song" is one of the most quoted lyrics in schools. This warmed my heart - think I'll watch it again why not sing along too, for fun's sake :o)

    Jul 21, 2015
  • Rachel's picture
    Rachel (not verified)

    The Logical Song is one of my favorites from Roger Hodgson, Supertramp's voice and founder. This is one that is as fresh today as when it was released. Can't wait to see him perform his classic song (and others - Give a Little Bit, Breakfast in America, Dreamer, Take the Long Way Home, and more!) when I see him live in NY in November. It's going to be magical!

    Jul 21, 2015
  • Maz's picture
    Maz (not verified)

    When you see Roger Hodgson (composer of Logical Song) in concert he will tell you that his songs are still relevant today, almost 40 years after they were composed. This is such an example. To hear these young children talk about the song is testament to Roger's lyrics being written with intelligence and feeling and being identified with across all ages. This song was an inspired choice for this ad...but this isn't the first time an ad agency has found Roger Hodgson's compositions to be logical, magical, dependable...

    Jul 22, 2015
  • Jan Wise's picture
    Jan Wise (not verified)

    You can still hear the song played the the original writer Roger Hodgson in concert. go to his web sight and find a concert near you. He has so many songs that you will know.

    Jul 22, 2015
  • kidsleepy's picture
    kidsleepy

    Thank you to all Roger Hodgson fans for weighing in. If someone knows him please get in touch and let him know we'd love to interview him and write a sponsored post about his second life in advertising. We have very reasonable rates, and we're huge fans of his music.

    Jul 22, 2015
  • Dabitch's picture
    Dabitch

    Snarkasm, you haz it.

    The ad is pretty nice. Love the storytelling and butterfly faces.

    Jul 22, 2015
  • Linda's picture
    Linda (not verified)

    Would love to talk to you!

    Jul 22, 2015
  • Linda's picture
    Linda (not verified)

    Would love to talk to you!

    Jul 22, 2015
  • Carole Caisera Loup Dedek's picture
    Carole Caisera ... (not verified)

    I love the song of Roger Hodgson "logical song"; It's a title that has lasted so long and which is still current. When you're young, you think that life is "magic" "logical" but ... As time passes ... we disillusioned. A song like that of Roger Hodgson made through time with hopeful and smiling ...
    HP understands ... beautiful advertising with beautiful song ...

    Jul 22, 2015
  • kidsleepy's picture
    kidsleepy

    The storytelling is absolutely fantastic. I'm just surprised at how dark it is. Or maybe it's just me.

    Jul 22, 2015
  • Dabitch's picture
    Dabitch

    I'm more surprised there's at least 6 really huge fans of Roger Hodgson who found this post.

    Jul 22, 2015
  • tony's picture
    tony (not verified)

    Im a big fan but unfortunately the misinformed super Roger fans try to distance Roger from his true great days with Rick Davies. Most of these fans don't and didn't get why Supertramp were so great.

    Jul 23, 2015
  • kidsleepy's picture
    kidsleepy

    I still don't get why every time we post an ad with Supertramp or Roger Hodgson in it, we get a bunch of comments like these.

    Jul 23, 2015
  • Dabitch's picture
    Dabitch

    Right? It's every time. It's almost as if people are paid to mention Roger when they see any Supertramp song used in a commercial.

    Jul 23, 2015
  • kidsleepy's picture
    kidsleepy

    Which is why I mentioned they should pay us to write a very in-depth native article featuring Roger's amazing talent and how those amazing songs make commercials extra special. I'm sure we have a lot of them.

    Jul 23, 2015
  • Heartsong62's picture
    Heartsong62 (not verified)

    Oh WOW!! Roger Hodgson's, formerly of Supertramp, "Logical Song" is so close my heart to start with.... Than create this visual representation that so elegantly brings the lyrics, music to life....... Will admit this brought tears as this commercial captures the essence, message of Roger's song like nothing I have ever seen seen before....... To loose yourself, your dreams as you grow-up than witness glimmers of your former self in the imagination of your children.....

    Find your muse, mine is Roger, and feel, enjoy, follow your dreams...... They truly come true!!!!

    http://www.rogerhodgson.com/documents/tour.html

    Jul 26, 2015
  • Dabitch's picture
    Dabitch

    .....aaaaand right about now I feel it may be time to close the comments on this post.

    Jul 26, 2015
  • kidsleepy's picture
    kidsleepy

    I'm telling you, let's reach out to his people. We could do an amazing sponsored post.

    Jul 27, 2015
  • Dabitch's picture
    Dabitch

    We can be sure it'll get comments. ;)

    Jul 27, 2015

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