As students continue to reel under house arrest , Lenovo positions itself as a smart alternative to their school buddies
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The laptop brand s new ads show parents how technology has replaced human interaction for school kids.
âFor the first time in around 100 years, kids in schools have some sense of nostalgia,â remarks Neeraj Kanitkar, Taproot Dentsuâs senior creative director.
Itâs a punchy statement. One that will make you stop momentarily and think. It is difficult to understand the impact of Coronavirus and the subsequent lockdowns on the little ones, unless you have one at home.
Kanitkar is talking to us about his client Lenovoâs latest campaign for its IdeaPad laptop series. Each of the three ads in the campaign talks about how technology has taken over the role of a school buddy which, until last year, was the domain of a (human) child.
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The ad is for Skype India and it was shared on Linkedin by Titus Upputuru, creative head of Taproot Dentsu Gurgaon.
The ad unfurls via a video call and at first, the product being advertised is unclear. A man sits alone in his office at night while his daughters giggle and play at home. As the ad progresses, the children are running around the house, playing and the father joins playtime through a video call.
The ad is for Skype India and it was shared on Linkedin by Titus Upputuru, creative head of Taproot Dentsu Gurgaon. As we cautiously return to our offices, let s continue to #maketime , wrote Upputuru in the caption of his Linkedin post. While working from home, parents might have had the opportunity to spend time with their children and that might change with offices reopening, and the ad seems to be a way of acknowledging that.
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