B2B advertising doesn’t have to be dusty. After all, businesses are made up of people—people who have wants and desires just like the rest of us. You just have to frame it in a way that resonates emotionally. And when you can do that, even super unsexy stuff like remote IT support, secure printing, and hardware-accelerated collaboration can become compelling. This HP SMB campaign taps into human truths that even the crustiest of procurement officers can relate to.