Print ads: this is how it’s done

We spotted this from HP, and we like it.

The way tech firms approach security is changing; it’s nice to see that change reflected in the language of ‘prevention’. Kudos to HP for standing out from a traditionally dull crowd.

And we love this ad, a perfectly-pitched spoof of Apple.

Like the recent Ikea advert, it works because the execution is spot on. (‘Under £539’ made us chortle.)

Of course, none of this would work if Apple wasn’t such a staggeringly distinctive brand; it’s hard to imagine any other phones inspiring a parody. And for Innocent, it wouldn’t work if they hadn’t built their brand using humour and irreverence. The spoof works so well because precisely because they never use overblown marketing language or big boasts.

Two great brands, playing to their strengths.