On February 10, HP unveiled ‘Everybody On,’ a global campaign that celebrates how people around the world are using HP technology to pursue their personal and professional passions.

The launch is supported by an integrated marketing project featuring print, broadcast, online and social media. The campaign was created by HP’s Personal Systems Group and builds on the highly acclaimed ‘The Computer is Personal Again’ marketing push.

The ‘Everybody On’ campaign, which showcases a broad range of solutions—from computers to mobile devices and printers, kicks off with a 60-second anthem TV spot featuring an instrumental version of Lou Reed’s iconic song ‘Walk on the Wild Side.’

At the center of the campaign is the ‘Everybody On’ Digital Hub, where a variety of digital content will be hosted, including inspirational interviews about pursuing passions using HP technology. The hub will allow consumers to engage with passionate individuals and businesses from around the world.

During the 53rd Annual GRAMMY® Awards telecast on February 13, HP will unveil the first in a series of TV spots that highlight personal passions and the HP technology that enables them. The first spot will feature 13-time Grammy Award winner Alicia Keys sharing her passion for music and the importance of her audience hearing her songs exactly as she recorded them.

The commercial will feature HP notebook PCs with Beats Audio™, an award-winning technology solution exclusive to HP that was built in collaboration with artist and producer Dr. Dre and chairman of Interscope Geffen A&M Records and Beats co-founder Jimmy Iovine to produce studio-quality sound on a computer.

As an official GRAMMY sponsor, HP also will support a range of key GRAMMY Week events.

The global marketing campaign was developed in collaboration with agencies Creature, Designkitchen, Edelman, Goodby Silverstein & Partners, McCann Erickson, Omnicom Media Group and Publicis.