Your Shot: BBDO New York on Turning R2-D2 into Cupid for HP

It’s less than one month until Star Wars: The Force Awakens is released, and just about the entire world is excited. And if you are not, then, well we don’t quite know what to even say to you. As is natural with such a big franchise release these days, there has been a fair few brand tie-ins to help drum up excitement. One we’re particularly fond of is this recent effort from HP, created by BBDO New York. Launched under the tagline ‘Keep Reinventing’, the campaign features two spots, one showing a family creating a quite radical Star Wars themed flip-book, while the other sees R2-D2 playing cupid for a guy and the gal he fancies. LBB’s Addison Capper caught up with BBDO New York creative directors Don Marshall Wilhelmi and Monty Pera (who both worked on the R2 spot) to find out a bit more about the project.

LBB> What was the brief like from HP and what were you thinking when you first saw it? 

BBDO> The brief was fantastic. HP was launching a new brand campaign and partnering with Star Wars. As ad guys and Star Wars fans, it doesn’t get much better than that. 

LBB> How was it to get to grips with Star Wars and its characters? Were there any mega fans working on it totally geeking out? 

BBDO> On set, everyone from the cameraman to the cast had their own fond memories of Star Wars. So, it was a pretty special experience for all of us. Lots of selfies with R2-D2. 

LBB> Who did you work with on the R2-D2 model? 

BBDO> Tom Tagholm and Park Pictures assembled an amazing team. We worked with the Official R2 Builders Club based in London to find our replica R2’s. Then the magicians at Asylum designed and constructed the DIY version. If you ever need a homemade droid to do your dirty work, give them a call.

LBB> The tagline for the campaign is ‘Keep Reinventing’ - strategically, how does that work for HP and how does it tie in with Star Wars? 

BBDO> HP creates technology that helps people reinvent everyday experiences. And Star Wars fans love to bring the Star Wars galaxy to life in the real-world: they’re recutting trailers, building droids and lightsabers…just to name a few. Whether it’s Instant Ink or a Special Edition Star Wars laptop, HP gives them the tools to do just that. It was a natural fit. 

LBB> What were the trickiest components during development and how did you overcome them?

BBDO> Keeping the paparazzi away from R2.