Management

CAD Scores Big in HP Super Bowl Commercial

6 Feb, 2007

Ad highlights how Orange County Choppers uses technology for creative and business applications.


CAD and the Super Bowl? It's not a natural connection, but the two came together in an HP ad that aired during the fourth quarter of Super Bowl XLI on Sunday.

The 30-second commercial took viewers on a virtual motorcycle journey through the HP workstation of Orange County Choppers (OCC), the popular custom motorcycle shop featured on the Discovery Channel's "American Chopper" series. OCC's Paul Teutul Sr. discussed how his team uses technology to find inspiration for new bike designs, manage business needs and bring creative visions to life. The ad featured chopper renderings and animations, including one scene where a cycle morphs into a 3D wireframe CAD model while in motion. OCC uses SolidWorks on HP xw8400 workstations with Intel Xeon quad-core processors.

The ad is believed to be the first time ever that CAD and CAD workstations have been featured in a Super Bowl ad. HP reportedly paid $2.6 million for the air time.

A 60-second version of the ad is available for viewing on the HP Web site. At the end of the commercial, visitors also can view a short documentary about how the commercial was produced -- including a more in-depth look at the CAD and related technologies used by OCC. Finally, visitors can use their own portrait to create a personalized video based on the OCC ad.

The OCC ad, dubbed "Titans of Iron," is part of the new phase of HP's "The Computer is Personal Again" marketing campaign. Timed to coincide with the recent launch of the Microsoft Windows Vista operating system, the ad focuses on customers achievements and demonstrates how technology has become truly personal and relevant today. It is the first of four ad to be rolled out in coming months as part of the marketing program, which some sources say is an effort to create a "cooler" image for a company that has long had a very conservative reputation. Future ads will feature designer Vera Wang, director Michel Gondry and Brazilian author Paulo Coelho, HP reports.

"Orange County Choppers is an HP customer with a large, enthusiastic fan base and this ad brings to life how they use HP technology to design cutting-edge bikes and innovate across their business," said David Roman, vice-president of marketing communications, Personal Systems Group, HP. "The online elements and integrated marketing activity around the Super Bowl give HP an opportunity to showcase a recognized customer and reach millions of viewers through the Internet."

HP and Goodby, Silverstein & Partners recently received the prestigious "U.S. Campaign of the Year" award by Advertising Age magazine for the marketing campaign.


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