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