It's a dance battle between the Lenovo Yoga 3 Pro and Apple MacBook Air. The Yoga 3 Pro seamlessly shows off its moves with the MacBook Air struggles to pull off the same moves. The winner is clear. Looks like it's game over!
iSpot Review — November 22, 2016
The all-out assault by Microsoft on the Mac continues with this partner spot from Lenovo. It's not the Surface exactly, but the creative techniques at work sure look like a Surface ad.
These kinds of approaches, when effective, are often referred to as hero-spots, where the product is creatively positioned as the focal point of the commercial. And done so in a way that keeps the action entertaining and engaging.
It's a straight-up competitive comparison play from Lenovo in this commercial; but the comparison, while stark, is playful and vibrant. It feels a bit like the original Surface campaign, but, rather than dancing actors across parks and offices, it's the product that gets centerstage.
The Lenovo can dance next to the Mac. Swirling, bending, balancing and touching - all are in Lenovo's repertoire.
What is particularly effective in this creative idea is the use of the product as the dancer. The execution of the idea is done with panache. The product not only manages to dance, but it looks attractive doing so.
The team wisely decided to focus on physical features when comparing in this ad, as opposed to speed or performance (as seen in Surface ads): its decision allowed for every feature moment with the product to be about a physical 'dance off.'
The end result of this well-crafted execution is a creative ad that not only grabs attention, but holds it throughout the brand's product demonstration.