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Ahead of Father's Day HP has released an emotional ad about a dad who introduces his son to his grandfather and keeps their family memories alive.

The campaign is based on the insights that while we are more connected than ever through social media and smartphones, we are also lonelier than ever; and while we are taking more photos, we usually only experience them through fleeting moments online. HP wants to counteract this with marketing based on emotional connections. The ad was written by Gabriel Sehringer and art directed by Jon Barco at Fred & Farid, and directed by Rachel McDonald through Tool.