David Blecken
Aug 17, 2018

HP presents three un-stereotypical Japanese women

New work for the Spectre laptop is a subtle but refreshing break from the TV norm.

New work for the Spectre laptop is a subtle but refreshing break from the TV norm.

A campaign to launch HP’s Spectre laptop range in Japan encourages people to overturn limiting female stereotypes.

Developed by BBDO Japan, the local adaptation of HP’s Keep Reinventing’ drive presents three strong female protagonists who have gone against the expectations of society to pursue their dreams.

Their actions include the decision to study abroad mid-career putting off marriage to forge a path as a DJ and maintaining a dynamic professional...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Crazy rich Asia (or at least richer)
Premium
14 hours ago

Crazy rich Asia (or at least richer)

Perhaps the biggest change to happen globally over the past 50 years has been the colossal growth in the economic prosperity of Asia.

Premium
What “going tapeless” means for Japanese advertising
Premium
CWT announces key hires in ANZ
Premium
15 hours ago

CWT announces key hires in ANZ

Michelle Sargent is named as the director and commercial leader of the meeting and events division.

Premium
60% in China say brands rarely live up to promises
Premium
16 hours ago

60% in China say brands rarely live up to promises

TOP OF THE CHARTS: Consumers in China care more about how brands behave than the global average, and also feel more disappointed, according to research from Jack Morton.