m:united Stages Laptop Dance Off for Lenovo Pro 3

By Erik Oster 

m:united has a new ad for Microsoft’s Lenovo Yoga Pro 3 that takes aim squarely at a laptop from a certain popular competitor.

“Let’s Dance” opens with shots of the MacBook Air and Yoga Pro 3, as a “dance off” is staged between the two computers, set to the song “Neckbrace” by Ratatat. The spot then proceeds to tout the Yoga Pro 3’s superior thinness, tablet versatility, ability to form “the tent,” and touchscreen capabilities. “Game over” reads text at the end of the spot as the MacBook Air flips shut while the Yoga Pro 3 is going strong, deemed the winner of the “dance off.” Apple bashing is becoming one of the more tired trends in tech advertising, but m:united handles the strategy well enough here, finding an approach that’s a little more fun and less in your face than most by imagining the laptops squaring off on the dance floor. Still, m:united may want to change things up going forward, as this tactic can’t possibly have much more mileage.

Credits:

Film: Yoga Pro 3 “Dance Off”

Product:Lenovo Pro 3

Client: Microsoft

Agency: m:united

Global Executive Creative Director: Andy Azula

Global Executive Creative Director: John Mescall

Executive Creative Director: Yo Umeda

Copywriter: Leanne Amann

Art Director: John Verocchi

Director of Creative Technology: David Cliff

Global Head of Integrated Production: Aaron Kovan

Executive Integrated Producer: Carolyn Johnson

Integrated Producer:​ Emilie Talermo

Music Producer: Michael Ladman

Strategy Team:

Chief Strategy Officer: Kevin Nelson

Global Strategy Director: Michelle Kiely

Strategist: Lauren Curtis

Account Team

President: John Dunleavy

SVP Group Account Director: Darla Price

Account Supervisor: Reena Factor

Editorial Co.: Beast

VFX: Method​

Audio Mix: Nutmeg Post

Music: “Neckbrace” – Ratatat

Media Agency: EMT

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