HP’s marketing reinvention, as a brand, is centered on creating and delivering emotional resonance based on insights. The key insight behind the new spot, ‘Dad’ finds that in the age of the smartphone and social media we’re more connected than ever, but also lonelier than ever.We’re taking more photos, but we usually only experience them for fleeting moments online. Printed photos, however, due to their tangible, lasting nature, help us stay connected in deeper, more meaningful ways, according to HP.The ‘Dad’ spot shows a young father holding his infant son, introducing him to his grandfather. We see the child reaching out and touching the hands and face of the older man as the narration says, “he’s my dad, just like I’m your dad…and without him, we wouldn’t be here.”The camera pulls back again to show that the two are actually looking at a photo of the grandfather, who has since passed away. It’s a touching moment that shows that technology has a human side that can bring people together.CreditsClient: HP IncHP WW Marketing Team: Vikrant Batra , Ladd Martin, Laura Morris, Amy RowanCreative Agency: FFNYCCO: Fred & FaridCreative Director: Laurent LecciaArt Director: Jon BarcoCopywriter: Gabriel SehringerAgency Account Team: Amanda Hellman, Sara Katherine RichDirector of Business Affairs: Lisa RosarioExecutive Producer: Amanda Van CaneghemProduction Co: ToolDirector: Rachel McDonaldDirector of Photography: Emmanuel "Chivo" LubezkiProducers: Brad Johns, Martha EnglishEditorial: Final CutEditor: Amanda JamesProducers: Lena Lobel, Sarah Roebuck, Michelle CorneyColor: Company3Colorist: Tom PooleMusic and Sound Design by Q DepartmentSound Mix by MachineAudio Producers: Kyra Hendricks, Alek RostSound Mixers: T. Terressa Tate, Hunter Berk, Amanda FuentesVFX Team: Dirk Greene, Aska Otake, Phil Brooks