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Cable Technology Feature Article

August 08, 2008

Lenovo to Launch Unique TV Commercials During Olympics

By Michelle Robart, TMCnet Editor

Some ads preach about unity and togetherness. Some celebrate the spirit of athleticism. For many advertisers this year, their Olympic spots in the U.S. are more about humanity and athletes and less about national pride. They're also making less mention of host country China.

Lenovo (News - Alert) has revealed it is linking the excitement of the Beijing 2008 Olympic Games with Lenovo’s most innovative technology in a series of television commercials in an effort to alert viewers of the company's key role in this year's Olympic Games. The commercials will also demonstrate how Lenovo PCs are helping people originate ideas everywhere. 

Four television commercials will debut exclusively on NBC in conjunction with the Olympic Games in Beijing, China. Created by Ogilvy (News - Alert) & Mather Worldwide alongside Lenovo's international marketing team, the commercials will help Lenovo stand out from PC competitors. The ads further reinforce Lenovo's strong presence as a PC supplier to commercial customers via its ThinkPad product line and signal the company's foray into the worldwide consumer business behind its new IdeaPad consumer PCs.

The new television ads, "Laser," "Sumo," "Troll" and "Castaway", will each spotlight certain features that are unique to Lenovo PCs such as spill resistant keyboards, one button recovery and facial recognition technology. During the Olympic Games, the Lenovo commercials are set to run 175 times on NBC and its cable networks will be replayed online via NBC's Olympic portal.
"The Olympic Games are an ideal way to show the strengths of Lenovo technology, service and innovation," said Deepak Advani, senior vice president and chief marketing officer, Lenovo. "As an already established player in China, we are looking to the world stage of the Olympic Games as an opportunity to build brand recognition throughout much of the rest of the world - including the U.S., where we have recently introduced our exciting new IdeaPad consumer PCs."

As a Worldwide Partner of the Beijing 2008 Olympic Games and the Olympic Torch Relay, Lenovo is providing more than 30,000 pieces of computing equipment and nearly 600 engineers and technicians to support the successful management of the most complex sports event in the world.
Advertising is a big business for the Olympics. This year's Beijing Games will attract viewers from around the world, representing a big opportunity for advertisers to showcase their products.
Dedicated to building exceptionally engineered personal computers, Lenovo focuses on innovation, operational efficiency and customer satisfaction, as well as emerging markets. Formed by Lenovo Group's acquisition of the former IBM (News - Alert) Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure and easy-to-use technology products and services worldwide. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina.