Ranbir Kapoor tests the limits of Lenovo Ultrabook
The new campaign comprising two films created by O&M Mumbai demonstrates the edge that the machines have over the competition
BestMediaInfo Bureau | Delhi | June 12, 2012
The new campaign by Ogilvy & Mather launches the Lenovo Ultrabook in a rather unusual fashion – by demonstrating the edge that these machines have over others.
The TVC features actor Ranbir Kapoor as the protagonist who is confident of his laptop pulling off some fun stunts. In the first commercial of the two-ad campaign, Ranbir is shown as a young photographer sitting in a park working on his Ultrabook. His dog comes and urges him to play. Ranbir gives in and surprisingly chucks his laptop like a Frisbee some distance away from where he is seated. The dog fetches it, and in this action, the commercial clearly drives home the message – the Ultrabook is light and tough. By contrast, a non-Lenovo user sitting next to Ranbir is unable to throw his laptop when his dog urges him.
Rajiv Rao, National Creative Director, O&M India, commented, “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 instil a 'flaunt appeal' with youngsters who will definitely love to be seen with it.”
Kainaz Karmakar, Group Creative Director, O&M Mumbai, explaining the thinking behind the approach, said, “We have designed the campaign to stay very close to the product and its 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 the Lenovo Ultrabook 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. The strategy is to take the idea ahead to Lenovo's other features and products.
The TVC:
Credits:
Agency: O&M
National Creative Director: Rajiv Rao
Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
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