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

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!”

 

Credits

 

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

 

Also read: Lenovo’s versatile Yoga laptop promises to help ‘carry your cool’