We watched the Lenovo “Sumo” Olympic Commercial several times, but didn’t understand how their commercial would help them sell more laptops. In the commercial, buses filled with sumo wrestlers pour onto city streets as the sumo wrestlers assemble and form the shape of an airplane to “take off.” Even with the tag line “Heavy on features, light on weight,” we can’t make the connection between sumo wrestlers and laptops. After the commercial is over, we just remember flying sumo wrestlers. The ad was created by Ogilvy & Mather. They really missed the mark on this commercial.

Lenovo explains what they are trying to convey.
Sumo wrestlers arrive from buses, form the shape of a plane and fly off into the distance, metaphorically conveying that Lenovo ThinkPad X300 is heavy on features but light on weight.

The commercial takes too long to convey its point about the product. Also this spot seems better suited for an airline. What do you think of the commercial?

Lenovo “Sumo” Olympic Commercial

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