Campaign: All-American Family (HP)

Agency: Edelman

Client: Hewlett-Packard

Date: Aug 2018


HP is continuing to make strides in its pledge to highlight diversity both in and outside of its workforce. With a new campaign called ‘All American Family,’ the tech company shows that it embraces every type of family.

On July 21, HP gathered 13 families in Chicago – all ages, races, ethnicities, genders and sexual orientation. A smaller group was asked to put together what they thought was an “All American” family unit and were filmed doing it. The people they grabbed from the group and put together closely resembled those you’d see in framed pictures at the store – traditional man, woman, children.


Portrait of “All-American” Family is Out of Date According to New HP Study (Global Newswire)

Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family (The Drum)


Edelman Careers (Seattle)

Hewlett-Packard (Seattle/Vancouver)