Lenovo Goes Metal in Newest Campaign

Lenovo has launched a new campaign highlighting actual customer reviews. However, it’s a tad different than what you might expect. These customer reviews are not read, nor listed on screen. No, no, no, what’s the fun in that?

These reviews are screamed by the hardcore metal band Iron Savages. Safe to say, we’re fans of the brand’s newest campaign “Metal Reviews.”

“Legion 5i gaming laptop is an attractive, yet plainly designed gaming laptop that I think could attract a broader audience than just gamers” is one thing. “Legion 5i gaming laptop is an attractive, yet plainly designed gaming laptop that I think could attract a broader audience than just gamers” growled out over open flames, sparks and smoke in the middle of the woods at night is entirely different.


 

Lenovo is one of several brands competing for space in a crowded marketplace. To reach its target market the computer manufacturer has taken a slightly different route. The reviews from The Verge and Manofmany are spectacularly metalized in a juxtaposition that’s sure to make even the least tech-savvy of us crack a smile.

The campaign consists of two different songs and videos, produced by director Claudio Marino.

The musical reviews are not the first time that Lenovo has taken a turn with their advertising. Last summer, the campaign “Say yes to gaming” was launched, where a dedicated person was sought to enter into marriage with a Lenovo Legion computer. Over 600 applications were received. And in 2018 they introduced the first-ever senior gaming CS:GO team – The Silver Snipers.


 

Credits

Agency Ehrenstråhle:
Lars Carlsson
Satany Doughouz
Susanne Åström
Linda Engström
Oskar Ferm
Joakim Estemar
Anna Mattsson
Jonna Peltonen
Victoria Fernandez.

Music producer: Martin Masarov

Video producer: Claudio Marino

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