Lenovo is out with its new campaign for the recently launched tablets called the 'Do' machines. The campaign is created by Ogilvy & Mather.
The TVC begins with the description of 'Doers' who are pivotal to the plot throughout. A voice-over describes them doers as a rare species. Simultaneously, you spot a man fishing from one hand and surfing on his tablet with the other hand. The voice-over continues to explain that these doers blend in the horde during the day but in the night it's easy to spot one. That's when you see a lady carrying out a higher mathematical operation (probably) on a glass wall, at night. Then goes the voice-over saying that these people are observed by them (Lenovo), quietly at that. The sequence parallel to this statement shows a young engineer trying to work out something ingenuous, and a young lad working on his tablet while sitting on the edge of the rooftop of a multi-storeyed building. The script goes on to describe the doers as a majestic species with a strong heart and an unbreakable spirit. The TVC ends with the sequence of a man (possibly a trekker) trying to work on his laptop in frigid conditions and the voice-over adds on to the story with the statement, 'It's not easy to make tools for the doers, but yet we must'.
On the thought behind the campaign, Rajiv Rao, national creative director, Ogilvy & Mather, said, "Lenovo launched tablets with a worldwide campaign titled, 'For those who do'. Hence, the TVC had to be all about describing the doers, who are significantly different from everybody else. The TVC was shot in Kuala Lumpur because it did justice to the set requirement for the shoot. The TVC had to bring out different characteristics of the doers, highlight their passion of creating things in the night and we wanted to build on a NAT GEO-like description to depict it all."
The campaign is active on TV currently in addition to being active on the digital platform.
Agency: Ogilvy & Mather
Lenovo team: Shailendra Katyal, (chief marketing officer), Karan Kapur (general manager, marketing)
Creative (Ogilvy): Rajiv Rao, Kainaz Karmakar, Harshad Rajadhyaksha
Servicing: Vikram Menon, Deepanker Mukherjee
Director: Prakash Varma
Production house: Nirvana Films