US Creative Work of the Week: Traction gets funky for Lenovo
Fallon, Conan O’Brien. Both have created homages to the IT people who, let’s be honest, save our bacon just about every day. The former in the SNL days. The latter, in a classic, when he was on the way to filling Leno's chair (oops). More than just “unplug it and plug it back in,” these are the digital warriors who deserve our thanks.
In the spirit of the season of thanks, Lenovo and San Francisco-based Traction are giving the appropriate props in the form of a video, celebrating, and relating to the hard work IT workers engage in each day. According to the wide, wonderful world of advertising, it was voted US Creative of the Week — but not my much as Baiocco and Maldari Connection were nipping at their heels with Sinus Buster.
This wink to Lonely Island has an added bonus — videos are lightly personalized and have been sent to scads of fab IT folk. Of course, in our version, Minda Smiley was mentioned as our IT person. No offense, Minda, I’m not entirely sure IT is in your wheelhouse. Great writing? Yes. Fixing The Drum’s network? Not so much.