When Goodby, Silverstein, and Partners contacted us for a new spot for HP, they had us at “boxing robots”. In a brand tie-in between HP and the new Hugh Jackman film “Real Steel,” the :30 spot takes place in a neo-industrial factory, where a grizzled boxing trainer instructs us on the finer points of teaching a ten-foot robot how to throw a punch. In the process, we spotlight the intuitive features of the HP Touchsmart 520xt computer, as well as clips from the film and footage from the “Real Steel” game only available on the Touchsmart. Directed by Superfad’s own Hugh Jackman, Justin Leibow, the spot consists entirely of practically built set elements, including a steel boxing ring and a futuristic hydraulic arm the Touchsmart descends from. In case you’re wondering, even those sparks are real. ‘Cause that’s how we do it.