Sewa Kroetkov for Lenovo

Sewa Kroetkov for Lenovo computers is the focus of a commercial in Lenovo’s campaign awkwardly titled “Make your DO come true.” On the the DP’s list of things to do, maybe reshoot the 2/3 of the action that resulted in butt shots. I had to look up Sewa Kroetkov because I am an old man whole lives in a cabin in the woods, but he’s a real guy from the Netherlands and not a construct of a creative director’s imagination. The example of Sewa giving up life as an accountant to skateboard for a living seems at odds with Lenovo’s target audience. They’re saying he’s a “doer” and people who “do” use Lenovo notebooks. The unintended message is “Screw a straight job, go skateboarding!”

– Thanks to Matthijs for the tip.