H-P cross-promotes Jumper
A new TV spot for Hewlett-Packard is also an ad for Jumper, the new sci-fi action film starring Hayden Christensen. The spot uses an existing H-P commercial with tennis star Serena Williams but sandwiches it between two 15-second spots for Jumper. Christensen leaps between the movie footage and the H-P spot and then back again.
But, as the Variety story points out, there is no actual cross-promotional deal between 20th Century Fox and Hewlett-Packard. Instead the blended spot seems to have come about because ZenithMedia, which handles media buying for both parties, saw a fun opportunity and made it happen, including having Christensen shoot some new footage.
There’s an ongoing discussion in the advertising world about how media buying shops are going to have to evolve and become more engaged in the creative aspects in order to survive. The thinking goes that as more buying systems get automated, these shops are going to find themselves out of work soon. This sort of identifying of opportunities and making it happen would be very much in line with that sort of evolution.
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[...] leaps between the movie footage and the H-P spot and then back again. Check the full story here. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, [...]
I wonder how they split the payment for that spot? There’s also the advertising for Venus’ athletic clothing line….
Awesome spot!
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this was a very very interesting spot, and really got my attention. the christensen HP bits seemed obviously spliced in. would’ve liked to see him interact more with the ad, i.e. returning one of serena’s serves. this was way better than the seinfeld/bee movie/hp ad which tried to come off as the typical hp ad only featuring seinfeld, but really came off as a blatant bee movie push (he mentioned the movie twice!!). at least this one was creative and played with the rules of the Jumper character.