Central to the TOUCHSMART(and any tablet) is using your finger(s) to navigate and scroll around the screen.

With this in mind, our strategy was to replicate the onscreen movement for television and create an HP finger to demonstrate the product’s touch power during commercials.

Working with media owner Showtime we took over entire ad breaks and the ads within them (other clients’ ads). After gaining permission to use other brands ads, we then used the HP finger as a branded divider between commercials.

When an ad had finished, our HP finger would appear on the screen, pick the frame up and move it out of shot. When done, the HP finger would then pick up the next ad and play it out. This process was repeated until the last ad in the 3min break appeared – for the TOUCHSMART.

This creative integration and complex media buy (involving four other clients) has never been seen before on television.

By incorporating the HP finger into entire ad breaks and physically repositioning the commercials of other brands, ‘Touch the Ads’ is the first of its kind in the World.Not only was HP involved in a media first but it also benefited from the subsequent PR and column inches given to this innovative idea.