LENOVO: BUSINESS GOES PRO
COPYWRITING
Pit Stop :30
Match Point :30
Perfect Strike :30
“PIT STOP” :30
Open on an F1 race car careening to a halt at the pit stop in the middle of a race. The announcer is yelling over the roar of the crowd and the revving of the cars zooming by.
ANNOUNCER 1: An F1 victory is on the line for the IT team from Kellecon.
We see a group of IT employees rush onto the scene in a mix of business casual attire, one of them slides into position to execute a tire change.
ANNOUNCER 2: They gotta make up time here, Phil.
ANNOUNCER 1: They are, this is poetry in motion!
As the announcers talk, we see a montage of slow motion and speed ramped shots featuring a woman changing the tires with ease, an older man locking the fuel hose into the car, another intern type switching out a damaged fin, everything is happening at peak efficiency.
ANNOUNCER 2: With Lenovo Pro, they’re on another level with 1 on 1 access to business advisors and
customized hardware.
They put the finishing touches on the pit stop… and suddenly we cut to a wide shot of the team casually working together back at Kellecon. We see one of the team members look down at their laptop and then sign up for Lenovo Pro. We see the Intel logo badge in the lower third.
ANNOUNCER 1: Wow! They have the I.T factor.
ANNOUNCER 2: Oh, they’ve gone pro!
Then we transition to a series of dynamic match cuts featuring, an over the shoulder shot of one of the teammates chatting on the website with an advisor, then the IT team installing Lenovo hardware into their server room, and then we cut to another team member ordering a security solutions on a Lenovo laptop, with each scene we see a corresponding super.
ANNOUNCER 1: Level up your business with advice, customized hardware, and IT solutions.
SUPER: Advice | Hardware | Solutions
We cut back to the wide shot of the office where we see some proud looks amongst the team and hear the race in the background.
ANNOUNCER 1: Business goes pro with Lenovo Pro
SUPER: Sign up for free today
[LENOVO PRO LOGO]
LENOVO BRAND END CARD
“MATCH POINT” :30
Open on a slow motion close-up of someone bouncing a tennis ball. Badum. Badum. Badum. The announcers speak in hushed tones.
ANNOUNCER 1: It’s match point for Susan from Thornwest Health.
We pan upward to reveal our hero in the middle of a packed tennis arena. A health professional in a lab coat and smart spectacles. The crowd is hushed in anticipation. She dabs her brow. Then refocuses exhaling as she centers herself.
ANNOUNCER 2: She has Lenovo Pro. You can see it in her eyes, Tom.
ANNOUNCER 1: And it’s given her a massive advantage with the latest security solutions and AI-powered devices…
ANNOUNCER 2: And here’s the serve…
She throws the ball high in the air before her racquet makes contact…
We then cut to Susan casually sitting in a office in front of her Lenovo computer looking almost as if she’s daydreaming. She then looks down, and we see the Intel logo badge as she signs up for Lenovo Pro.
ANNOUNCER 2: OH MY! JUST WHAT THE DOCTOR ORDERED!
ANNOUNCER 1: She’s gone pro!
And suddenly we cut to a series of dynamic match cuts featuring, a cut to the medical director using the Lenovo Pro message boards on a Lenovo laptop at her desk, CarePoint Medical receiving and unboxing customized Lenovo communication hardware for the office, ordering a security solution on a Lenovo laptop. We see the Lenovo Pro UI.
ANNOUNCER 1: Level up your business with advice, customized hardware, and IT solutions.
SUPER: Advice | Hardware | Solutions
She gives a slight fist pump as if she’s hiding it from the rest of the office, as we hear the roar of the crowd.
ANNOUNCER 1: Business goes pro with Lenovo Pro
SUPER: Sign up for free today
[LENOVO PRO LOGO]
LENOVO BRAND END CARD
“PERFECT STRIKE” :30
Open on a slow motion close-up of someone slowly walking up to a soccer ball on a field.
ANNOUNCER 1: And now Gerald from Home of Honey Inc. is one strike away from glory.
We pan upward to reveal our hero. A business type in a beekeeping suit. Sweat drips down his forehead. His game face is on. We see he’s preparing for a penalty kick in front of thousands in a professional soccer stadium.
ANNOUNCER 2: For all the business fans at home, this is what having members only pricing and
simplified IT management looks like… .
He begins running up to the ball to take the shot and then…
We land on him casually sitting at a desk in front of his computer daydreaming with a few employees also working in the office. He then looks down at his laptop and we see the Intel logo badge in the lower third as he signs up for Lenovo Pro with the click of his Lenovo mouse.
ANNOUNCER 1: OH!
ANNOUNCER 2: IT’S A SWEET ONE FROM THE HONEY MAN!
ANNOUNCER 1: He’s gone pro!
… We cut to a series of dynamic match cuts featuring, cut to Gerald communicating with a business advisor about his IT on a Lenovo headset as he’s sitting in front of a Lenovo laptop at his desk, Gerald and his team setting up customized Lenovo hardware for video calls in their office, ordering a security solutions on a Lenovo laptop. We see the Lenovo Pro UI.
ANNOUNCER 1: Level up your business with advice, customized hardware, and IT solutions.
SUPER: Advice | Hardware | Solutions
We cut wide to the office one last time as Gerald gives a little celebration at his desk and we hear the roar of the crowd as if we’re still on the field.
ANNOUNCER 1: Business goes pro with Lenovo Pro
SUPER: Sign up for free today
[LENOVO PRO LOGO]
LENOVO BRAND END CARD
Challenge
Lenovo Pro is a service that provides more than just hardware, but their audience wasn't aware of the impact that using the service could have for their businesses. The category was full of stale messaging and Lenovo needed to connect with their audience like people, not just businesses, to break through.
Solve
We didn’t just talk about services; we led with feeling. There’s nothing as satisfying as that feeling when your business, your team, your department is hitting a new level, and we tapped into it, showing how the momentum that having Lenovo Pro on your side felt like succeeding at the highest level of sports.
Execution
We launched a global campaign across connected TV, social, and digital targeted at businesses from small to medium that grabbed our audience’s attention crafting larger than life stories about small business owners taking their business to the pro sports stage, literally. We leaned into the cadence and vernacular of broadcast announcers from across sports and continents, capturing the drama of performing at the highest level. Because that’s the confidence and support that Lenovo Pro delivers.
Results
11 Creators
40+ art pieces
