The new campaign by Ogilvy & Mather makes the case for the Lenovo Ultrabook in an unusual fashion. Brand ambassador Ranbir Kapoor tests the limits of the laptop while highlighting its claim of being lighter in the latest film.
The ad opens with Kapoor seated on a park bench working on his Lenovo Ultrabook. Next to him is another individual, also working on a laptop. A friendly dog comes up to Kapoor and urges him to play. Despite being busy, Kapoor closes his Ultrabook and throws it like a frisbee, much to the surprise of his bench companion.
Soon, the dog fetches it, and Kapoor simply wipes the laptop clean and continues to work on it. When the same dog tugs the other man on the bench to play, he is unable to throw his laptop. The super then drives home the message on the Lenovo Ultrabook – about it being 33 per cent lighter thanks to an aluminium body.
Commenting on the campaign, Rajiv Rao, national creative director, O&M India, said, “Lenovo has a terrific performer in its Ultrabook. These are stylish new-age machines, which deserve to get their due when youngsters take a call on choosing their laptop. We believe that our campaign will do exactly that. Ranbir is one of the youngest and most impressive stars in the country and he fits the values that the brand stands for. The campaign will ride strong on functionality and yet instill a 'flaunt appeal' with youngsters who will definitely love to be seen with it.”
On the thinking behind the commercial, Kainaz Karmakar, group creative director, O&M Mumbai, stated, “We have designed the campaign to stay very close to the product and benefits right down to the campaign line, ‘Not every laptop is as light as a Lenovo’. Of course, we had fun carving stories around them. Ranbir plays the character of a doer and not himself.”
Harshad Rajadhyaksha, group creative director, O&M Mumbai, added, “Since Lenovo Ultrabooks had some pretty unexpected things to offer we wanted the tone and manner of the campaign to be unexpected. Ranbir fitted the part of a cool doer who has ultimate belief in himself and his machine. The campaign will start with the dog commercial and the next one will follow soon. We hope to take this idea ahead to our other features and products.”
This is said to be the first of a two-ad campaign, with Lenovo's newly appointed brand ambassador Ranbir Kapoor.
National Creative Director: Rajiv Rao
Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
Agency Producer: Vikrant Mishra
Business Head: Vikram Menon
Client Services Director: Deepankar Mukherji
Account Manager: Bharath Sankaran
Director: Vivek Kakkad
Producer: Shahazad Bhagwagar
Production House: Curious Films