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Sink Your Teeth into HP’s Hilarious Instant Ink Spots

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It’s Always Sunny in Philadelphia’s Rob McElhenney directs the campaign from Goodby Silverstein & Partners

Sink Your Teeth into HP’s Hilarious Instant Ink Spots

Running out of ink can be a pain in the neck. Luckily, HP has created the remedy to the many challenges of printing at home. Instant Ink — a subscription that automatically delivers ink to your door before you run out. To spread the word, HP is enlisting modern day spokes-vampires, portrayed by Beth Dover (Orange is the New Black) and Tom Musgraves (Fargo). The immortal couple has seen many human innovations over the centuries, but Instant ink changes their whole world. 

“Over the last year, we’ve seen a resurgence in print. People have fallen back in love with their printers,” said Deepak Masand, global head of marketing, HP Imaging, Printing and Solutions. “Instant Ink creates an entirely new printing experience saving customers up to 50% in ink costs and ensuring they never have to worry about running out of ink. This campaign uses the power of story to educate customers about Instant Ink in a funny, engaging way – with characters you want to see again and again.” 

In fact, in Q2 2021 HP consumer print revenue grew more than 70%. Instant Ink subscriptions have doubled over the past two years and are approaching 10M globally as consumers embrace the offering. 

They Print at Night is a campaign created by Goodby Silverstein & Partners consisting of a series of commercials directed by It’s Always Sunny in Philadelphia’s Rob McElhenney. 

“It’s easy to see yourself and your spouse in Vicky and Rus and that’s where we found the most comedy. These vampires are just like us, but immortal,” said Rob McElhenney, director. “We love using the fact that vampires can’t leave their house during the day to highlight how annoying it is to run out of ink.” 

Each spot showcases a different way Instant Ink helps solve printing problems. One story shows how running out of ink is especially hazardous for people who can’t be exposed to sunlight, while another speaks to “saving an arm and a leg on ink.”

“The idea wasn’t to write TV commercials, but rather approach these more like an episodic sitcom. We want people to ask ‘when’s season 2 coming?!’ That’s why Rob was the perfect guy for the job,” said Laura Petruccelli, ECD, GS&P. 

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Ad Agency: Goodby Silverstein & Partners


Client: HP 

Title of Creative Work: They Print at Night


Chief Marketing Officer, HP: Vikrant Batra

Global Head of Marketing, HP Imaging, Printing & Solutions: Deepak Masand

Head of Global Marketing, Print Hardware Systems at HP:   Ladd Martin

Head of Marketing, North America Marketing at HP: Horacio Miranda

Director of NA Consumer Print Marketing at HP: Laura Morris

NA Campaign Team Manager:   Esteban Davila

Campaign Manager:   Elizabeth Higashino

Campaign Manager: Christine Dion


Co-Chairman: Rich Silverstein

Executive Creative Director: Laura Petruccelli

Creative Director: Andrew Bancroft

Art Director: Roseanne Overton

Copywriter: Kayla Lott


Director of Broadcast Production: Leila Gage

Executive Producer: Tess Kenner

Senior Producer: Melissa Nagy

Account Services

Managing Partner: Leslie Barrett

Group Account Director: Melissa Buck

Account Manager: Haley Grialou

Assistant Account Manager: Will Young

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Communication Strategy Director: Dong Kim

Senior Communications Strategist: Matt Hudgins

Junior Communications Strategist: Josh German

Group Brand Strategy Director: Kelly Evans-Pfeifer

Brand Strategy Director: Cassidy Wilber

Business Affairs

Director of Business Affairs:   Judy Ybarra

Business Affairs Manager:   Howie Mapson


Photographer:   Quinn Gravier

Photo Asst.:   Keegan Attlee

Senior Print Producer:   Noah Dasho

Photo Retouching:   Dmax Imaging

Doormat shot

Director:   Andrew Butte

DP:   Mark Sandoff

Line Producer:   Amanda Steigerwald

Production Company 

Company name: Raucous

Director: Rob McElhenney

Owners/Executive Producers:   Steve Wi & Phyllis Koenig

Head of Production:   Gonul Aldogan

Producer: Leanne Amos

DP:   Mike Berlucci

Production Designer:   Rika Nakanishi

Wardrobe Stylist:   Dawn Boonyachlito


Company name:   Union Editorial

Editor: Graham Turner

Assistant Editors: Connie Chuang & Roman Petrov

President / Managing Partner:   Michael Raimondi

Executive Producer:   Joe Ross

VFX / Finish Company

Company name:   Kevin

ECD Partner:   Tim Davies

Lead Flame / VFX Supervisor:   Robert Murdock

Senior EP / Partner:   Sue Troyan

Senior VFX Producer:   Jami Schakel


Company name:   Company 3

Colorist: Tom Poole

Color Producer:   Alexandra Lubrano


Company name: Shortcake Music

Creative Director:   Katie Day

Producer / Mixer:   Kyle VandeKerkhoff

Composer:   Dmitriy Bolotnyy

Mix and Sound Design

Company name: Lime 

Sound Design / Mixer:   Adam Primack

Executive Producer: Susie Boyajan

Genres: Comedy, People, Dialogue

Categories: Consumer Electronics, Printers and Ink

Goodby Silverstein & Partners, Thu, 24 Jun 2021 11:43:33 GMT