Lenovo raises the pitch on a light note
The true-blue actor that he is, Ranbir Kapoor does not let his star presence overshadow the brand
The new Oglivy & Mather pitch for Lenovo Ultrabooks urges you to cast away your worries — literally. The commercial begins with a comparison of brand ambassador Ranbir Kapoor’s ultra-light-book with co-star Omi Vaidya’s lap-heavy-top. A friendly dog comes wagging its tail to Ranbir. Ranbir lowers the 13.3-inch-wide screen of his ultrabook and swiftly releases it in the air, while Omi watches in sullen silence, too shocked to say anything. Soon, the dog fetches it, and Ranbir simply wipes the laptop clean and continues to work with it. Later when the dog tugs Omi to play, the latter is unable to be so casual with his machine. The voiceover drives home the message — 33 percent lighter. Get it?
The Ultrabooks launched in the market are not just about style. They are about the potential to be ‘ultra’ portable and thin enough to be pushed inside your backpack along with other knick knacks. The campaign strategically plays around this ‘wacky’ quotient to highlight the weight and style divide between the new ultrabook and the old laptop.
Ranbir Kapoor delivers the call of a carefree youth with as much ease as the instant-on feature of Lenovo Ultrabooks. The handsome star hardly overshadows the product. However, Lenovo could have come up with a new tagline to match the features of its ultrabook rather than peddle its geeky thinkpad tagline ‘for those who do’.
Overall, the technique of using a celebrity, whose actions speak louder than words, does a decent job of delivering home the idea that ‘not all laptops are as light as Lenovo ultrabook’.
So far the Lenovo commercials have projected a technology that is designed for self-driven professionals who are out to achieve something new. However, this time, they have approached the youth in an easygoing manner. Unlike Apple’s MacBook Air that concentrates on the thin aspect of ultrabooks, Lenovo tries to make its reduced weight as its USP and it works.
X Factor [3/5]
Ranbir Kapoor is undoubtedly the X factor for this campaign. The casualness with which Ranbir tosses the ultrabook in the air is what hooks the viewers who want to stay tuned and watch his next step.