Lenovo has released a new campaign that applies a surprising creative twist to reviews of its products, combining them to form death metal songs.
Yes, you read that correctly. The works come from Omnicom-owned Swedish agency Ehrenstrale, in a bid to target gamers, which Ad Age reports are an important audience for the brand, and one that also has affinity with metal.
So far, the campaign consists of two videos based on reviews by Australian men’s lifestyle site Manofmany.com and The Verge.
The videos take the words of the reviews and make them into song lyrics. Real-life metal band Iron Savage screams out straightforward descriptions of the Legion Tower 5i like “It features overclocked performance” and “AAA games on max settings straight out of the box”.
The videos were produced and directed by well-known metal producer Claudio Marino.
“Turns out Lenovo HQ enjoyed our review so much, they commissioned Swedish Metal band, Iron Savages to write a song using lyrics entirely based off the article!” Man of Many sales and partnerships manager Tim Fernandes told B&T.
The news comes as Man of Many caps off a stellar year, ending 2020 on a high as Australia’s largest men’s lifestyle site following the release of Nielsen’s latest DCR traffic ratings for December 2020.
The website’s unique audience for the month was up 11.1 per cent and up 159.8 per cent on the prior year.
Featured image source: YouTube/Ehrenstråhle
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