Campaign India Team
Jul 07, 2015

Lenovo ups 'cool' quotient with calm female bully-basher

Watch the ad film conceptualised by Ogilvy and Mather here

wide player in 16:9 format. Used on article page for Campaign.
Lenovo has rolled out a second film for the next generation of its Yoga laptops. The film has been conceptualised by Ogilvy & Mather and will be on air from 7 July 2015.
A group of ruffians enter a cafe causing commotion, disturbing a young woman working on her Yoga laptop. As the thugs make their way through the cafe, misbehaving with the staff, the lady decides to take action and trips one of the goons. He retaliates, leading to a fight between her and the men. The protagonist easily thwarts his attack while continuing to do her work, showcasing the agility of the Yoga laptop in the process. She keeps her cool the entire time and gets all her work done, while thrashing them.  The film ends with the girl walking out of the cafe, laptop in hand.
Bhaskar Choudhuri, director – marketing, Lenovo India, said, “Lenovo’s philosophy of bringing accessible products with innovative technology and groundbreaking features gets further magnified with the next generation of Yoga laptops. These ultra-thin and light convertibles are packed with top of the line features… making it an ideal choice for the youth.”
Rajiv Rao, NCD, Ogilvy & Mather, added, “Geeks represent the new cool. Their technology is their style. The usual and mundane doesn’t appeal to them. They need something new, something flaunt worthy… they need to ‘carry their cool’. The Lenovo Yoga laptops offer them just that!”
Client: Lenovo India
Creative agency: Ogilvy & Mather 
National creative director: Rajiv Rao 
Creative team: Santosh Patil, Namrata Patnaik
Account management: Kiran Ramamurthy, Ruchika Chaudhary, Sneha Golechha
Account planning: Sreenesh Bhat, Shreeja Das
Director of marketing (Lenovo): Bhaskar Choudhuri
Marketing team: Amit Doshi, Dinesh Harathi
Director: Farouk Aljoffery
Producer: Vikram Bangera, Jaye Choong
Production house: Lemon Tree
Campaign India