Technological success in the market place relies heavily on being first out the gate with new features, great design and user desirability – so what does the Lenovo Tablet 2 gives us?
I don’t know!!!
And do you know why I don’t know? Because this ad doesn’t tell me anything. Sure, it stars Ashton Kutcher. Sure, it has a goat. And it sure is kind of quirky, but as far as an advertisement, explainer video or promotional campaign, this commercial leaves the viewer uninspired, uninformed and unwilling to part with hard earned cash for yet another new techno toy.
Sometimes quirky just doesn’t worky!
As a video production company, we revel in a good commercial, we watch, discuss and even post some of the best, but this one has left us wondering – why – just why?
The story behind the partnership is great and the Lenovo Yoga Tablet 2 has some fun features such as a built-in Pico projector and an 8-watt sound system with subwoofer. This is very cool for projecting movies and presentations on the go, great for work and leisure and as a potential consumer I would like to see this in action.
Ashton Kutcher aka Steve Jobs, was invited to collaborate on the new Lenovo, as a “product engineer” in 2013. This was also the year that he played Steve Jobs, coincidence or was Lenovo trying to ride a marketing initiative wave.
Mr. Kutcher is no stranger to the Tech world, and has invested in technology companies in the past. However, even after his starring role in the Steve Jobs biopic, Apple wasn’t inviting him on board to build a product and in his own words, “I didn’t want to go out and be the face of a tech company. I wanted to actually build something.”
Mr. Kutcher does take some credit for the new features. “We set out to make the most extraordinary entertainment experience that you could possibly have on the tablet,” he said. “We built this projector into this thing that’s just awesome.”
Yes, we like the projector that is a cool feature, why can’t I see that in action in the commercial.
Consumer confusion is taking over this media campaign and I think I’m out of milk!
Wait I just had a brilliant idea, I could google where to buy milk on my tablet, or I could buy a goat and never run out of milk again. That’s what Ashton Kutcher did and he played Steve Jobs, so he must be smart.
To market, to market to buy a goat – lenovo whaaat!