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HP Instant Ink targets millennial parents in ‘90s throwback campaign

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Oh my God, school’s back again!

HP Instant Ink, the technology company’s ink and toner subscription service, is helping parents — and Parent Teacher Associations around the country — prepare for back to school season.

Its new campaign “HP Pays Your PTA” takes a nostalgic twist by spoofing Backstreet Boys’ single “Everybody (Backstreet’s Back)” with the song, “Back-to-School, Alright!”

Actor Justin Baldoni stars in one spot, which features him, his wife and two kids as they get ready for the first day of school. Baldoni and two other dads dance in their robes, wash toy cars and wear Backstreet Boys-inspired outfits.

“Every mommy, make some coffee,” Baldoni sings. “Every daddy, wake up at first light. They’re back to........

© campaign

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