HP Instant Ink, the technology company’s ink and toner subscription service, is helping parents — and Parent Teacher Associations around the country — prepare for back to school season. Its new campaign “HP Pays Your PTA” takes a nostalgic twist by spoofing Backstreet Boys’ single “Everybody (Backstreet’s Back)” with the song, “Back-to-School, Alright!”
Actor Justin Baldoni stars in one spot, which features him, his wife and two kids as they get ready for the first day of school. Baldoni and two other dads dance in their robes, wash toy cars and wear Backstreet Boys-inspired outfits.
“Every mommy, make some coffee,” Baldoni sings. “Every daddy, wake up at first light. They’re back to school, alright. Oh my God, they’re back to school. Time to get them on a schedule. Gonna take the school year day by day. Gotta raise some money for the PTA.”
See ad below:
The campaign, which targets millennial parents, was created to celebrate the first day back at school for many students after a year of remote learning during the pandemic.
“For a lot of us, this is the most momentous back to school season because the last year and a half have been rough,” Laura Morris, director of U.S. consumer print marketing at HP, told Campaign US. “For those who are planning to go back, it doesn't look like it did a couple of years ago. But getting our kids out of the house into a learning environment and not on Zoom was something that we felt had to be celebrated.”
Parents and teachers are also encouraged to lip-sync to the song on Instagram Reels using the hashtag #HPPaysYourPTA, to promote their school’s fundraiser.
HP also wanted to give back to school communities through the campaign, so it launched the “HP Pays Your PTA” program. School PTA representatives that sign up receive a unique URL, good for 60 days, that triggers a $10 donation from HP. People who click will automatically be enrolled in the Instant Ink service, with plans starting at 99 cents monthly.
HP Instant Ink is printing as a service. The basic idea is to replace the traditional purchasing process and replace your printer ink cartridges with a subscription service. Each month, you’re given an allowance of a certain number of pages (depending on your plan), and you can print up to that amount without any extra charges. What’s more, HP’s printers keep track of your ink levels and automatically notify the company when you’re running low. You’ll have your new cartridges delivered to you automatically, without having to place the order yourself. This can significantly simplify your life if you do a lot of printing.
HP vowed to donate up to $3 million, including a match of up to $2,000 each, to the five schools that raise the most money. The program runs through November 30.