Lenovo has rolled film out two ad films for its Yoga 2 Tablet. The tablet was launched earlier this month. The campaign has been conceptualised by Ogilvy & Mather and the films were released on 10 November.
Both films star Bollywood actor Ranbir Kapoor. One of them (Goat) is an adaptation from the worldwide campaign featuring 'Lenovo Product Engineer' Ashton Kutcher. The other 'Beach film' is an India only script.
The Goat film begins with a smartly dressed Kapoor reading the business section of a newspaper on his Lenovo Yoga 2 Tablet as he eats a bowl of cereal. Feeling the need to add some milk to his bowl, he reaches out and presses on the teats of a goat that is standing on his dining table. Once he has refilled his bowl, Kapoor very nonchalantly goes back to eating his cereal entirely immersed in his tablet.
The film cuts to the tablet being showcased on the screen as a voiceover says, “Do more of what you want. The new Lenovo Yoga 2, with a unique hold mode and full HD”. The film ends with a super that reads, “Available exclusively on Fllipkart”.
The other film begins with Kapoor buried in the sand, with only his head visible, as he sips on a drink and watches cartoons. Enjoying himself Kapoor comments, “What a life”.
A dog runs up to him and begins to lick the actor all over. Annoyed, he growls and the dog runs away. Kapoor then goes back to enjoying his cartoons.
Once again the film cuts to a shot of the tablet as a voice over says, “Do more of what you want..."
Rajiv Rao, NCD, Ogilvy India, said, “The Yoga tablet 2 has quite a unique design story. It is the only tablet that adapts to you and gives you the flexibility of doing what you want, where you want. And that's the thought we built the films around, with a little humorous twist. The scripts were a little adventurous, but Ranbir (Kapoor) was more than game to milk the goat or get buried in the sand.”
Bhaskar Choudhuri, director marketing, Lenovo India, added, “We kept the unique design of the Yoga tab at the heart of our storytelling. The search was to come with situations where you can only use a Yoga tablet. The final creatives did that and more – you had two scripts showcasing unique Yoga Tab modes in quirky and memorable settings.”
Client: Lenovo India
Creative agency: Ogilvy
NCD: Rajiv Rao
Creative team: Santosh Patil and Joejee Manthanam
Account management: Kiran Ramamurthy, Ruchika Chaudhary, Siddhartha Ramakrishna
Account planning: Sreenesh Bhat
Production house: Tubelight Films
Director: Prasant Issar (Sippi)
Producer: Radhika Sawhney