Lenovo campaign turns laptop reviews into heavy metal tracks
Swedish agency Ehrenstrahle is targeting gamers
Jan 14, 2021
A new campaign from computer brand Lenovo takes product reviews and turns them into heavy metal music videos.
The work from Omnicom-owned Swedish agency Ehrenstrale is targeting gamers, an important audience for the brand and one that has also has affinity with metal (it's also a popular music genre in Sweden and Finland, where the campaign is running.)
So far it consists of two videos, based on reviews by The Verge and Australian men's life style site Manofmany.com. The videos take the words of the reviews and make them into song lyrics: somewhat prosaic descriptions like "Over 4K resolution" and "attractive, yet plainly designed gaming laptop," are growled and screamed out by real-life metal band Iron Savages, giving them a resonance you might not expect. The videos were produced and directed by Claudio Marino.