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.