During the 4th quarter of Super Bowl XLI between the Chicago Bears and Indianapolis Colts HP will feature an ad with American Chopper TV show’s Teutul family. HP has spent $2.6 million on this 30 second spot showing the Orange County Choppers biker mad family using an HP workstation to create new bike designs, manage their business and download music.
A screenshot from the HP website plugging their upcoming Super Bow ad and promotion (view large image)
The Ad will be reminiscent of other HP "Talking Hands" commercials in which you mostly see the celebrities hands making gestures but never their face. Apparently there will be a "reveal" during the commercial and we’ll see Teutul’s face, but most of the ad will feature a first person perspective of Paul riding his bike through an animated 3D world. HP will also offer a 60-second fuller version of the ad on their promotional website for the game. The commercial will offer HD and surround sound for the viewing and audio pleasure of those that upgraded their TVs and sound systems just for this game.
HP will also be pushing "Game Day System Specials" in conjunction with the ad. A peak at the website that’s already up for this shows that the pricing is about normal and promotions the same as ever.
The "Personal Touch" campaign started in May of 2006 and was created by HP’s marketing gurus Sajitiv Chahil and David Roman, both former Apple marketers. To date the Jay-Z commercial they created has been the most successful (seen below), but they’re hoping that Paul Teutul and his sons hold an even wider appeal for the millions that will be watching the Super Bowl tomorrow.
HP’s Jay-Z Personal Touch commercial