Personalization & Co-creation Trend: HP's its personal campaign

HP's new campaign, it's personal, is letting me create my own little video ad.  You can see it here:

Or you can go make your own.
 

HP has tapped into something important here with the notion of "it's personal". Our computers are extensions of our hands and our brains, more and more. Losing a hard drive is now worse than losing your wallet. When you can't use your computer, it feels very difficult to be productive. Amazing how this has happened so quickly.

Apparently some of HP's enterprise customers are exercised about the new campaign, because they have been telling their employees that the computers are not personal, are in fact company equipment, and should not be shared with kids or used to download music, edit personal pictures, etc. Someone needs to tell these companies that they crossed the work-personal boundary first, by expecting employees to be available anytime, anywhere.

The personalization trend we have spoken about here before is more than just acknowledging this, however, it is giving people the ability to have their own preferences met. This seems like a good start. Is HP thinking about customers the way Apple does? We can only hope.