Sex and The City 2 to feature fashionable HP Tech Couture

22 Apr '10

3 min read

HP unveiled a global marketing collaboration with Warner Bros. Pictures that spotlights “tech couture” and celebrates HP's spring collection of products through its association with New Line Cinema's “Sex and the City 2,” which premiers in U.S. theatres on Thursday, May 27.

By collaborating with this world-renowned film series, HP extends its relationship with and commitment to fashion trendsetters, inspiring people worldwide with its stylish computers.

HP has been at the forefront of fusing fashion and technology since unveiling the HP Mini Vivienne Tam notebook on the catwalk of Tam's 2008 fashion show at New York's Fashion Week in Bryant Park. The introduction of the world's first “digital clutch” ignited global fashion-forward efforts for HP, which led to this collaboration with “Sex and the City 2.”

“HP is increasingly recognized as a brand synonymous with breakthrough style and design,” said Tracey Trachta, executive director, Global Marketing, Personal Systems Group, HP. “As a trend-setting phenomenon, 'Sex and the City 2' is a natural extension to celebrate fashion and our stylish spring 2010 collection of computers with people worldwide.”

The film's lead actress and one of its producers, Sarah Jessica Parker, will be showcased as the “achiever” in the next global “PC is Personal Again” commercial from HP, which is part of the company's campaign to demonstrate how technology has become truly personal and relevant.

The commercial features Parker as herself – a sophisticated, energetic woman who uses an HP computer to manage the multifarious roles she is playing in life, from mother to designer to movie producer, with endless style.

Global campaign

Leading up to the highly anticipated film debut, HP will be hosting a series of global events to showcase its spring collection and celebrate tech couture with “Sex and the City” enthusiasts.

This includes a combination of the “Computer Is Personal Again” commercial; local pre-screenings of “Sex and the City 2”; in-store events and window displays; exclusive VIP parties; interactive web experiences; online sweepstakes; and, a “Trunk Tour” to visit fashion fairs, shows and events in top markets across the Americas.

“Sex and the City 2” also will celebrate HP's spring collection of products, which merge premium technology with style for women and fashion-savvy men, and will be seen in the film.

• HP Mini 210 Vivienne Tam Edition made its runway debut at New York Fashion Week as part of Tam's spring 2010 collection and combines premium PC technology with Tam's stunning “Butterfly Lovers” design.
• HP TouchSmart PCs feature a sleek design that inegrates a stunning high-definition widescreen display with a multitouch-enabled screen. Serving as an integral part of the creative process throughout season seven of Lifetime Television's “Project Runway,” the PCs enabled designers to create fabricpatterns in a design-challenge first for the hit series.
• HP TouchSmart tm2 notebook PCs featuring convertible, touch-enabled screens were given to “Project Runway” designers to function as their “digital sketchpads,” allowing them to draw, sketch and take notes with near limitless options for colors, brushes and effects.

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