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Erwin Penland Gets Ever Better in New Lenovo Spot

Erwin Penland has created an 'extreme demo' concept series using the ThinkPad X1 Yoga

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.

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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


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