July 22

HP Infected with Beats by Dr. Dre

Dr. Dre is back in the spotlight with a new spot from HP featuring one of his latest tracks and some Beats by Dre infused laptops. To me, this spot is everything that is wrong with advertising. For instance:

HP claims that these laptops are built for music. But the sound quality of laptop speakers is notoriously bad.

Dr. Dre insinuates his Beats by Dre line of gear is the best to listen to his beats. But a audio store employee I recently talked to suggested I spend $10 more and get the true head-of-the-class headset…without the fancy colour scheme.

Dr. Dre is also giving a preview of his new album Detox, which has been in the works for a decade. But the tracks, that were previously released online, have had at best mixed reviews from even his most loyal fans.

In conclusion, this spot hits their target on the nose with hip music, a famous rapper and a blinged out laptop. But their customers will be sorely underwhelmed when they compare the bill to what they’re actually getting. And having Dre in a Daft Punk inspired…face-helmet in a CG ‘factory’ only serves to undermine the entire message even further.Might I suggest the angle Coors Light took in 2002 with the good doctor. The beat is way, way better.