These Ads are Funny, but Flawed…

I hate HP printers.

The one I owned with ink that disappeared faster than an ice cube in the Sahara.

The next one which mangled forests of printer paper.

And the one that NEVER kept a wi-fi connection.

The endless, fruitless customer “support” calls with clueless overseas reps who read from scripts and dished out excuses, evasions and broken promises.

(Chilling memories. I’m an Epson guy now.)

So when HP launched a new ad campaign with the tag line “Made to be less hated,” I reacted with a little amusement and a lot of disgust.

The ads run in Europe and feature printer owners at the end of their rope.

One shows a defeated woman, eyes red from crying, a drop of snot hanging from her nose (really). She whimpers, “It’s not fair. I did everything you asked for. And now this…” Then she tosses her printer out the window.

Overlay text declares: “No more installation fails with the HP Smart App.” The screen fades to black, then new overlay text appears: “HP – Made to be less hated.”

Another ad features a guy who says, “I…. hate… you” as his printer blinks and chimes with a low-ink warning. He kicks the printer off his desk before the overlay message declares, “No more low ink with HPink Solutions.”

A third ad features a guy holding a printer over his head, hoping in vain it will connect to the wi-fi signal. He dumps the printer in the dumpster. The overlay says, “No more reconnection hassle with HP’s self-healing WiFi.”

Watch the videos on YouTube (click below). They’re funny.

But I’m not buying.

(Read the comments under the YouTube comments. Others share my opinion.)

Here’s what the ads do well…

They tell relatable stories. We’ve all hated our printer. The characters in this ad feel our pain. That’s good.

If you can craft stories showing you understand your prospects’ pain, they’ll lean in and pay attention. Empathy connects us.

Here’s what the ads do poorly…

They don’t make a credible case for a better future.

Great marketing stories empathize AND envision. They meet prospects where they are, AND they envision a better future.

These ads show the suffering, but don’t envision real relief.

Some businesses can get away with poking the wound and then saying, “You won’t bleed with us.”

But if you’re the one who wounded us in the first place (yeah, I’m talking to you, HP), that’s a hard trick to pull off.

As you market your business, go ahead. Empathize with your prospects. Identify their problems and pains. Demonstrate you get it.

Then reveal a better future.

It’s not enough to say, “I feel your pain. You won’t suffer with us…” — especially when you’ve been part of the problem.

If you’d like to learn how to craft prospect-attracting, credible, business-generating stories, choose an option in the p.s. below.