Hewlett-Packard is launching a major advertising campaign under the tagline "Invent" in an attempt to change the public perception of the company as a computer firm.

The global campaign uses members of HP's staff explaining what they do to present the company as innovative and high-tech.

One commercial features Rycharde Hawkes, an engineer in HP's research laboratory, who has developed technology that sends people a Wap phone alert as their bus approaches.

Another shows Eugenie Prime, who is working on a system that will make it easier to search the internet.

"We are looking at a broad target, from anyone who owns a printer or a PC to high-level business clients," said Julia Mee, brand advertising manager for HP.

"In the past, the brand has been seen as old and a little stuffy. This is about introducing some humour and trying to become more modern."

The new advertising follows on from a commercial aired last year in which HP chief executive Carly Fiorina went before the cameras to announce the company was reinventing itself.

The adverts break in the UK on March 23 and will get their first airing on Channel 4 during Friends, Frasier and So Graham Norton.

They were created by HP's US agency, Goodby Silverstein & Partners. Media planning and buying were by Optimedia.