Lenovo campaign turns laptop reviews into heavy metal tracks

Swedish agency Ehrenstrahle is targeting gamers

Published On
Jan 14, 2021

Editor's Pick

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. 

In a piece of meta reviewing, serving as some extra PR, The Verge then wrote about its video

 

Credits

Date
Jan 14, 2021
Agency :
Lenovo
Agency :
Ehrenstrahle
Agency :
Lars Carlsson
Agency :
Satany Doughouz
Agency :
Susanne Åström
Agency :
Linda Engström
Agency :
Oskar Ferm
Agency :
Joakim Estemar
Agency :
Anna Mattsson
Agency :
Jonna Peltonen
Agency :
Victoria Fernandez
Music Producer :
Martin Masarov
Video Producer :
Claudio Marino

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Project Type