It's safe to say that Lenovo's ad campaign for its Yoga 11S is unlike any other for a PC-type device. The only product feature touted in the ad is its ability to switch from laptop to tablet.
That feature is demonstrated in silhouette as members of a dance troupe -- called The Silhouettes, natch -- morph their bodies into objects like streetlamps and cars. "We tried to find a unique way to demonstrate its flexibility," says Jeff Meredith, Lenovo's VP of marketing. Lynne Waggoner-Patton, creator of the Silhouettes, says the idea of a convertible device intrigued her: "When you think it's one thing, it turns into something else. It's like a Transformer toy."
The 11S is the sequel to Yoga, a PC/tablet device the company introduced last October. Unlike the previous device, the 11S runs the full version of Windows 8, rather than Windows RT.
The ads will augment anexisting campaign for the Yoga that features a female James Bond-type character using the device for espionage.