STOCKHOLM, SWEDEN – “Over 4K resolution” among other things, is growled out by the metal band Iron Savages in a new song, where the lyrics are directly taken from reviews of Lenovo products.
Lenovo is one of several computer brands competing for space in a market with strong competitors. Unlike Apple, for example, computer gamers, or “gamers”, are today an important target group. It is also gamers that Lenovo wants to reach in a new, slightly different, campaign for the computer manufacturer. Together with the metal band Iron Savages, they have turned product reviews from industry sites The Verge and Manofmany into metal music.
The campaign consists of two different songs and videos, produced by director Claudio Marino. Among other things, the lyrics consist of the phrases “attractive, yet plainly designed gaming laptop” and “Over 4K resolution”.
The musical reviews are not the first time that Lenovo has developed a different campaign. 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
