Gamers Are the Perfect Humans in W+K's Darkly Comic Ads for Omen
There's a lingering stigma that gamers are, in some sense, subhuman—literally living in basements, unable to function in the real world. But in fact, they're actually superhumans, according to Wieden + Kennedy's ongoing "Transcend Humanity" campaign for HP's Omen—which continues with some bitingly satirical spots this week.
Two years ago, W+K Shanghai launched spots for Omen (HP's gaming PC) suggesting gaming is good for your brain—rather than rotting it. Then last year, a new round of spots from W+K Portland envisioned a near future where the world's 2.3 billion gamers had elevated to a higher state of being, thanks to gaming.
The campaign continues now with three more spots, again suggesting gamers are, scientifically speaking, just better than everyone else. This is illustrated in darkly comic, tongue-in-cheek fashion by showing gamers who've become real-world surgeons, pilots and politicians, thanks to their superior hand-eye coordination and other advantages.
The ads spoof various advertising genres, and have that unsettlingly bright perma-optimism of much futuristic satire.
"Two years into our campaign helping humanity transcend, and the wonderfully weird world of OMEN keeps on giving," says Ladd Martin, the new head of global marketing, gaming and software, at HP. "It's been incredibly rewarding to showcase the power of gaming in the face of cultural norms. We're just getting started."
"If you're going under the knife, wouldn't you rather be in the steady hands of a surgeon who games?" adds W+K creative director Matt Sorrell.
Global strategy and U.S. creative work was done by W+K Portland. Other W+K offices are doing additional work for the China, Japan, Korea and India markets.
Below, check out the amusing 2020 spots.
CLIENT HP OMEN
PROJECT NAME Transcend Humanity
FORMAT + TITLE Pilots, Surgeons, Candidate
Creative Directors Matt Sorrell
Art Director Taylor Roberts
Copywriter Alex Romans
Producer Lead Ricara Stokes
Design Producer/Print Producer Scott Miesse
Designer James Aloysius, Taylor Geick, Shayne Kybartas
Retoucher Greg Radich
Strategic Planning Katie Dyer, Drew Phillips
Creative Operations Manager Lisa Calgaro
Account Team Danny Sullivan,, Valerie Fernandez
Business Affairs Julie Petruzzo, Teresa Lutz
Comms Strategy Mary Eliason, Stephanie Ehui
Broadcast Traffic Joe Chaath
Production Company Caviar
Director Keith Schofield
Executive Producer Michael Sagol
Line Producer Stephen Mohammed
Director of Photography Damien Acevedo
Production Services Icon Films Bulgaria
Editorial Company JOINT
Editor Steve Sprinkel
Cutting Assistant Ian DeVore
Assistant Editor Andrea Seider Dino Coons
Post Producer Frances Tom-Sahr
Executive Producer Kathleen Russell
VFX Company WK Studios
Executive Producer Nirad 'Bugs' Russell
Producer Lusia Share, Sarah Usmen
Coordinator Zai Outlaw
VFX Lead MB Emigh
VFX Compositors Aiden Jung, Wayne Shepherd, Dave Levine
VFX Shoot Supervisor Filip Popov
CG Artists Gavin Wright , Bacon X
Finish Artist Kevin Alfoldy
Graphics Ben Corbin
Company WK Studios
Colorist Jasmine Vazquez
Clinic: APM Soothe Soar Superlative (a60) - Hobo Canteen
Candidate: Shutterstock Patriotic Impulse - Serj Anto
Pilot: Shutterstock Fields of Inventions - Quality Quest
Company Name Joint
Sound Designer Noah Woodburn
Pilot VO Anniwaa Bauchie
Clinic VO Alvin Shea
Omen Tagline VO Natalie Huizenga
Music/Sound/Mix Company Joint
Audio Mixer/Sound Engineer Noah Woodburn