'Jumper' ad leaps between products

Fox teams with HP for unique integration

By MARC GRASER

In 20th Century Fox's "Jumper," Hayden Christensen's character has the ability to teleport anywhere in the world. In the studio's TV campaign for the actioner, that means into another company's ad as well.

In a first for a movie promo, Christensen's character leapt from a 15-second spot for the film to an ad for computer maker HP and then back into another 15-second spot for the pic. Ad aired during Fox's broadcast of the BCS Championship college football game Monday.

HP's ad, featuring tennis champ Serena Williams, had already been airing on TV for some time, but new footage of Christensen, shot several weeks ago, was integrated to promote the film.

Brands have long pushed studio pics, looking to tie in with entertainment properties in order to court consumers. But this deal is unusual not only for its format, but also because HP is not a promo partner on "Jumper," nor does it have its products featured in the film.

ZenithMedia handles media buying for both HP and Fox and paired up the two companies.

The tone and attitude of HP's ad and target demo also fit well with the audience Fox is looking to draw to the pic, studio said.

"Jumper" is the latest entertainment tie-in for HP, which has created spots around DreamWorks Animation releases such as "Bee Movie" and its "Shrek" franchise and used celebs to tout its wares.