BY ADWEEK, CREATIVITY, FAST COMPANY

Continuing its “Reinvent Memories” campaign, HP gives us “Little Moments.” Created by agency Giant Spoon (and Humble director Rudi Schwab), this three-minute tale walks you down familiar territory, no less powerful because you know what’s coming.

It opens with a nondescript suburban house, sprinklers switching on as if to benchmark normality. Then we’re inside, eyes traveling up the staircase with its stock wall montage of photos. Alarms are ringing, setting off Pavlov triggers from both our future and past—the buzzing of a phone coupled with the terse, nightmare-inducing beep-beep from a bedside digital clock.