HPE's New Campaign Brings Monster Tech Problems to Life and Blows Them Away

Modern IT environments can be complex and difficult to manage. Legacy systems, constant workarounds and third-party solutions can grow out of control.

For IT customers, it can feel like a “monster” that takes on a life of its own, disrupting business, slowing innovation and impacting business productivity.

The TAME I.T. campaign brings the IT Monster to life as a disruptive character who personifies IT complexity and specific customer pain points with humour – demonstrating the company's empathy and deep understanding of IT customers’ challenges.

Each creative execution uses the IT Monster to represent a specific pain point and shows how businesses can TAME I.T. with software-defined solutions from HPE. HPE software-defined solutions reduce complexity, offering a simple, flexible, easy-to-manage experience that empowers IT to operate at speed of business – accelerating innovation and delivering a competitive edge.

The global campaign is driven by a digital-first strategy, and the work will appear in the U.S., United Kingdom, Germany, France, and Japan. Campaign media elements include Digital Video, Display Ad, Search, Social, OOH, Broadcast and Events.

Global Head of Brand Experience, HPE, Marissa Freeman, stated, “At HPE, we obsessively focus on identifying and resolving our customers’ challenges. It is our reason for being. And, what better way to bring to life one of the industry’s monster problems, than with a literal monster. It is a light-hearted interpretation of a deep-seeded problem, injected with a dose of humanity. We believe our customers will not only relate, but smile.”

Chief Creative Officer, Publicis New York, Andy Bird, commented, “Tech problems are often massive, almost inexpressible and monstrous in scope. We took that simple idea and crafted it into a big smart, creative visual. The red monster simply conveys the scale of the issue and just how quickly HPE provides a solution.