Erwin Penland Gets Ever Better in New Lenovo Spot
The Lenovo brand has defined itself with a single core idea — “Never Stand Still”— and is focused on building a strong, premium, global brand that people talk about. One example of this philosophy is the classic ThinkPad laptop. Over the last 25 years, the ThinkPad has been taken routinely into the harshest of environments—from the jungles of the Amazon to the freezing climates of Everest base camp—they’ve even been used in every NASA Space Shuttle flight since 1995.
As they develop their new ‘Ever Better’ brand mantra, Lenovo is looking to demonstrate this feisty, innovative attitude in as many head-turning ways as possible.
Erwin Penland has created an “extreme demo” concept series using the ThinkPad X1 Yoga (the world’s lightest and thinnest laptop) that doesn’t merely demonstrate the effectiveness of the torture tests we put our ThinkPads through, but is so epic and extreme that awestruck viewers may have trouble believing you can really do all that to a laptop—and it survive. In addition, world famous Beat Boxer Rahzel, is the “music” behind the series.
Client
Advertiser: Lenovo
Creative Agency
Creative Agency: Erwin Penland
Copywriter: Jimmy McDonald
Art Director: Mikael Kriisa
Executive Creative Director: John Cornette
Associate Creative Director: RG Lacandola
Chief Creation Officer: Con Williamson
Managing Director: Karen Mawhinney
Production Company
Production Company: Versus – New York, NY
Executive Producer: Rob Meyers
Director: Juan Delcan
Creative Director: Justin Barnes
Line Producer: Rob Mackler
Offline
Editor: Jason Yantz
Post Production / VFX
Post Production Company: Versus – New York, NY
Telecine: Vladamir Kucherov
Category: Computers , It, phones, Av and computers
Genre: Digital , PR , People