Hewlett-Packard has increased its ad budget fivefold 0to 10m in its biggest campaign for the UK consumer printer market to date.
The increased spend comes at a time when H-P is moving away from sponsorship to consumer marketing.
The company announced before Christmas that it would not be renewing its sponsorship of Tottenham Hotspur Football Club when the contract expires at the end of the current football season.
Jon Van Duyne, general manager consumer business products organisation, says: “We need to talk to consumers about the benefits of the products and the brand.”
The campaign will not use the origami theme which has formed the basis for all print ads over the past five years.
The new ads, through Saatchi & Saatchi, carry the strapline: “Only Reality Looks More Real.”