Latest long-form ad is set at a Davos-like economic forum



Editor’s Pick

HP’s “The Wolf” series, in which an evil Christian Slater plays a cyberhacker demonstrating the flaws in your printer technology, returns with the campaign’s longest and most ambitious project yet.

The latest film, created by Giant Spoon, clocks in at 20 minutes, around three times as long as its predecessors, and crams elements of Bond and “The Girl With the Dragon Tattoo” into its action-movie premise. It takes place at a Davos-like economic forum attended by the “one per cent,” where a female hacker/ security expert (Betty Adewole) is out to get revenge on an evil oligarch who wants to cash in on climate change (on top of all that, he’s responsible for her girlfriend’s death). She’s working with the Fixer, played by Jonathan Banks, who appeared in HP’s previous series centered around his exploits. At the last minute, she decides not to go through with her hacking plan, but The Wolf (Slater) is one step ahead.

Once again, it’s slickly directed by Park Pictures‘ Lance Acord, and Slater’s performance is pitch-perfect. We just hope that, at 20 minutes long, the audience is going to bother to watch a piece of branded content about printers.



Client – HP
Antonio Lucio – Chief Marketing & Communications Officer
Vikrant Batra – Global Head of Marketing HP Imaging and Printing
Darren Needham-Walker -Director, Office Printing Solutions Worldwide Marketing
Cindy Ibabarriaga – Campaign Manager, Office Printing Solutions Worldwide Marketing
Manager, Office Printing Solutions Worldwide Marketing – David Hackney

Agency – Giant Spoon x Zac&Adam
Giant Spoon Co-founder – Jon Haber
Creative director (CW) – Zac Ryder
Creative director (AD) – Adam Groves
Producer – Esther Perls
Producer – Eric Voegele
Digital Producer – Andy Caramanzana
Account Director – Nikki Peddie
Strategy Director – Adam Wiese / Dania Aguayo
Strategists – Mariel Strauch & Madeline Reeves
Business affairs – Catherine Huang

PRODUCTION : Park Pictures
Director/DP: Lance Acord
EP : Jackie Kelman Bisbee
EP/Producer: Caroline Kousidonis
Head of Production: Anne Bobroff

Editor: Conor O’Neill
Assistant Editor: Rex Lowry
Executive Producer: CL Weaver
Producer: Michael Miller

Lead Flame: Patrick Murphy
Producer: Michael Steinmann
Executive Producer: Pat Nugent

Colorist: Mark Geithen
Producer: Rebecca Boorsma
EP : Meghan Lang

MUSIC: We Are Walker
Executive Producer: Stephanie Pigott

AUDIO: Barking Owl
Sound Designer:
Mix: Mike Franklin
EP: Kelly Bayett
Producer: Ashley Benton


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