Ad Nut
Jun 16, 2021

HP Omen campaign takes on status culture in Korea

Connections, wealth, looks and material goods don't matter, but your gaming skills do, according to a new campaign from Wieden+Kennedy.

'We don't care' what you look like, where you went to school, who your family is connected to, or how much wealth you have, declares a new campaign for HP's Omen brand of gaming hardware, by Wieden+Kennedy Tokyo.

The work presents gaming as an area of pure meritocracy, where young Koreans can achieve status through nothing other than their skills—although obviously access to pricey gaming hardware helps.

Foo Siew Ting, CMO, Greater Asia, HP:

We wanted to bring to life the ‘Play to Progress’ values of the HP Omen brand in a way that is culturally relevant and would resonate with gamers in Korea. Developed based on deep local insights, the ‘We don’t care’ campaign challenges gamers to define who they are by their skills, not their social status, to find purpose and achievement in their gameplay.

Scott Dungate, ECD, W+K Tokyo:

The work was created from a strong understanding of South Korean society pressures and the gaming audience. It’s provocative and underscores the fact that the gaming world is a place where only your skill will earn you respect and merit.

The film was directed by Nuri Jeong.

The work once again shows Wieden+Kennedy's knack for turning a real understanding of the target audience into potent positioning. The film is so well constructed, and the argument so convincingly made, that by the end, you're likely to end up agreeing that a new Omen deck would a good way to strike a blow against the tyranny of societal pressures, including materialism. Well played.  

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

2 days ago

Amazon's ad revenue surges to $11.6 billion in Q4

While Google and Meta deal with slowdowns, Amazon's advertising business, still a small fraction of the overall sales, grew 19% in the fourth quarter.

2 days ago

Google ad revenue falls in Q4, reversing several ...

Ad revenue across Google properties was $2.2 billion lower in the quarter than a year prior as shrinking brand budgets spread to search.

2 days ago

40 Under 40 2022: Prapti Singh, Uber

Telling brave and bold brand stories for Uber in India, Singh unlocks brand propositions deeply rooted in category, culture and consumer truths that drive business growth.

2 days ago

Blockbuster is releasing a Super Bowl ad…on VHS

The last standing location of the iconic video rental store in Bend, Oregon, USA will play the ad at its Super Bowl watch party.