Lenovo launched a video campaign in end-June for its convertible PC brand Yoga 900, with the theme #GoNew. A digital film of under 2 minutes and a 30-seconder have been conceptualised by Ogilvy & Mather.
The TVC (above) features a young man cycling into a college campus. He opens his Yoga laptop as he walks past a professor and hordes of students, earning admiring glances from them as a soundtrack says that ‘He’s not by the book’. He makes his way into a classroom, and as a super says ‘The new Fresher’, introduces himself as the new professor to the surprise of the students. The brand urges viewers to #GoNew before the product’s features are showcased.
The longer film captures a young male professional at a school for specially-abled children, spending time with them. When one of the kids picks up his laptop, the man says it’s a plane, and proceeds to fly it like it were a toy plane. He brings laughter to a young girl when he calls it a mirror, and shows her face on the screen. The playing continues until he gets a video call – the caller wants to discuss a project. Seeing the disappointment on the faces of the kids, he says he is in the middle of an important meeting, prioritising them over the call. This evokes chants of ‘Liar, liar, liar’ from the delighted kids, and the bonding and laughter continue.
Bhaskar Choudhuri, director – marketing, Lenovo India, said, “We believe this new generation of Indians, while constantly questioning status quo, are clear and determined about their purpose and intent. The Lenovo brand resonates with this progressive mindset. We aim to create a deeper connect with these individuals by ensuring that our new campaign acknowledges their life choices.”
Client: Lenovo India
Director of marketing: Bhaskar Choudhuri
Marketing team: Amit Doshi, Hima Nandan, Vinod Kumar
Creative agency: Ogilvy & Mather
National creative director: Rajiv Rao
Creative team: Azazul Haque, Mahesh Gharat, Deepesh Rajani, Sumedh Rasal
Account management: Kiran Ramamurthy, Kamala Gowri
Account planning: Sreenesh Bhat, Shreeja Das
Director (film): Arun Gopalan
Producer: Zina Khan
Production house: Storytellers
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