Lenovo : Boot or Bust

Can this laptop save itself?

Published On
Jul 13, 2011

Editor's Pick

McKinney's new campaign for PC maker Lenovo asks what your laptop would do if it had only seconds to boot up? And it takes a laptop on a parachute jump just to see.

The only way the computer can 'save itself' is by booting up in fewer than the 10 seconds it takes to hit the ground. The company is also launching a website entitled 'Rapid Boot', online ads and cinema spots, and will also use mobile and social media marketing built around customers own frustrated boot-up stories.


Jul 14, 2011
Brand :
Client :
Agency :
Chief Creative Officer :
Jonathan Cude
Group Creative Director :
Glen Fellman
Art Director :
Rachel Marshall
Copywriter :
Alex Saiz
Producer :
Naomi Newman
Producer :
Brian Kassman
Interactive Production Coordinator :
Jesse Wright
Programmer :
Rafe Kemmis
Director :
Sam Stephens
Director :
John Budion
Production Company :
Executive Producer :
Eric Berkowitz
Executive Producer :
Persis Koch
Specialty Designer :
West EFX Inc
Director, Photography :
Joe Jennings
Project Coordinator/Designer :
Erick Brennan
Project Manager :
Joseph Jenkins
Unit Director, Photography :
Alex Disendorf
Director/DOP :
Alan Whitcher
Editor :
Nick Regalbuto

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