HP Stages a Vampire Sitcom for Its Instant Ink Subscription

Do you overpay for printer ink and risk running out at inopportune times? Sucker!

HP addresses such everyday horrors in a series of droll spots starring a vampire couple played by Beth Dover (Orange Is the New Black) and Tom Musgraves (Fargo). Developed by Goodby Silverstein & Partners and director Rob McElhenney (“Mac” from It’s Always Sunny in Philadelphia), the work touts HP’s Instant Ink subscription, which delivers supplies before your printer hits empty—and can help you save up to 50 percent on ink.

After all, this Dracula duo can’t just go to the mall midday for refills and risk the vamp-killing rays of the sun:

Exactly what would such silly spokes-ghouls be printing out so urgently? That question drove us bats until we peeped the next installments:

“The No. 1 challenge people have with printing is running out of ink,” GS&P executive creative director Laura Petruccelli tells Muse. “While thinking about who this might affect the most, we realized this would really be a hazard for vampires, who can’t even go out to buy more ink in the middle of the day. There was also a quote from the research about the cost of printer ink being ‘more than human blood.’ Vampires just felt perfect in every way.”

Fangs for the explanation—and for not desecrating the script with putrid puns!

Over the last year, “we’ve seen a resurgence in print—people have fallen back in love with their printers,” says HP global head of marketing Deepak Masand. “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.”

Indeed, Dover and Musgraves channel an amusing Addams Family vibe to bring their undead characters to life. (Though judging from those overbites, they might want to consult a dentist who works nights.)

CREDITS

Ad Agency: Goodby Silverstein & Partners
Client: HP 
Title of Creative Work: They Print at Night
Live Date: June 2021

HP
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

Creative
Co-Chairman: Rich Silverstein
Executive Creative Director: Laura Petruccelli
Creative Director: Andrew Bancroft
Art Director: Roseanne Overton
Copywriter: Kayla Lott
 
Production 
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

Photography
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

Editorial
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

Telecine
Company name: Company 3
Colorist: Tom Poole
Color Producer: Alexandra Lubrano

Music
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