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Lenovo ThinkPad & Ogilvy Entertainment bring new Autobot Brains to life

20 July, 2011

In “Transformers: Dark of the Moon”

BEIJING — Tomorrow in the mainland China premiere of “Transformers: Dark of the Moon” moviegoers will be introduced to an exciting new character called Brains, an Autobot that camouflages in plain sight as a Lenovo ThinkPad Edge Plus laptop. The birth of Brains is the result of a 360 Degree integrated marketing effort by Ogilvy Entertainment and Lenovo ThinkPad, in collaboration with acclaimed director Michael Bay.

Senior Marketing Communication Manager, Lenovo Commercial BU, Ms. SONG Qi, said, “Product placement in Transformers: Dark of the Moon is part of our global branding strategy and a big step towards our further international expansion. This film really resonates with Chinese audiences as many people that grew up watching the Transformers cartoons also represent the ideal ThinkPad customer.”

Ms. Didi Zhang, Entertainment Marketing Director, Ogilvy & Mather/Beijing, said, “Successful cases of branded content and product placements go beyond a simple display of a product or logo. They bring the brand or product to life and integrate it into the film or story in a meaningful way. From the start, we didn’t want the ThinkPad Edge Plus to be obtrusive or distracting; our goal was to make it relevant to the movie so that it would be memorable to viewers.”

In the film Autobot Wheelie’s sidekick, Brains, masks as a quiet ThinkPad Edge Plus laptop that turns into a transformer with its own character traits, voice, temperament and life. As Brains helps protagonist Sam Witwicky fulfill his destiny the audience gets a sense of the laptop’s imaginative nature and function.

Brains’ courage, perseverance and determination to take on challenges epitomizes the energy and vitality of Lenovo’s ThinkPad Edge Plus and appeals to audiences and consumers aged 20-30 that enjoy novelty and adventure.

Ogilvy Entertainment/Beijing helped Lenovo assess and negotiate the deal and worked with OgilvyOne/Beijing to create a 360 Degree marketing campaign that would convey the excitement and spirit of the brand’s role in the film. Ogilvy Entertainment served as a liaison between Paramount Pictures, DreamWorks Pictures, licensed toymaker Hasbro and client Lenovo.

“We’re seeing an increasing number of Chinese brands looking to product placement as a way to amplify their brand awareness and influence. However, seamlessly integrating products into films in ways that will really connect with consumers requires creativity and skill. It requires professional expertise to successfully integrate branded content into not only the movie itself but also into everything from trailers to bloopers, posters and billboards to branded merchandise. Ogilvy Entertainment has a solid presence and network in Hollywood and can connect our clients to the world’s entertainment capital,” added Ogilvy Entertainment’s Zhang.

Through “Transformers: Dark of the Moon,” Lenovo’s campaign has reached several global markets including the United States, Russia, India, Japan and now China. Lenovo has leveraged its product integration in the film to create a suite of commercials; ads on the radio, online and outdoors; ads in stores and in theaters. OgilvyOne and RedWorks, O&M’s production and design unit, produced the creative elements in the print ads and online campaigns.

“Transformers: Dark of the Moon” opens in China on July 21, 2011. The campaign ends August 31, 2011. For more information please visit  

For photos or more information, please contact:

Sarah Guldin
Corporate Communications
Ogilvy & Mather Group China  
(+86 10) 8520 6552  
Sina weibo:  

About Ogilvy & Mather
Ogilvy & Mather ( is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY.) For more information, visit

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