HP Hilariously Turns Printer Hate into Print Solutions

Ever felt printer rage? HP not only heard you but decided to tackle it head-on. In collaboration with AKQA and HAMLET, HP introduces 'Made to be less hated', a bold campaign for its print solutions acknowledging the universal disdain for printers.

Fail-proof installation with the HP Smart app, self-healing WiFi, Instant Ink delivery and low-cost highly durable refillable ink tanks. HP's Print Solutions address the most infuriating printer issues. Say goodbye to common frustrations and hello to saved time, money, and, most importantly, your sanity.

Directed by Daniel Lundh through international production company HAMLET, the 'Made to be Less Hated' campaign captures the raw human emotions triggered by printer troubles - from anger, to laughter, tears or apathy. Relatable yet dramatised situations make for impactful and witty TVCs, posters, social media posts, POS material and web banners, breaking free from the industry's usually mundane communications.

Launched in the Nordics, BeNeLux, Ireland, and the UK, this campaign has invaded homes and resonated with current and potential printer owners across Europe. Facing the elephant in the printer room might have been a bold move, but HP's sincere and humble approach has turned it into the most effective campaign HP has ever made