Lenovo | “Chad”

An IT administrator recounts the legend of “Chad,” a user who is absolute murder on machines. The spot plays like a war story, cutting through a montage of Chad’s tech-destroying habits: scorching a laptop on a hot plate, tumbling down concrete stairs, getting a screen crushed by elevator doors, and letting his bulldog chew on a ThinkPad like a toy.

The IT pro presents the Lenovo ThinkPad 2-in-1 as the only thing capable of surviving this level of chaos. The ad ends with a knowing stare into the camera as Chad slowly peeks over his cubicle wall, smiling.

The Formula (That Works at Any Budget)

Relatable Archetypes = The Weary IT Pro vs. The Reckless User
The ad speaks directly to IT decision-makers who live with broken hardware. By making the “villain” a careless employee, Lenovo immediately aligns itself with the people responsible for buying, fixing, and replacing machines.

→ Lesson: Identify who actually feels the pain in your category — and make them the hero.

Extreme Stress Testing = Slapstick Comedy
Instead of sterile lab tests or spec sheets, Lenovo exaggerates durability through absurd, physical abuse. Cooking laptops and dog-chewed keyboards are far more memorable than “MIL-STD certified.”

→ Lesson: If your product is tough, show it surviving chaos, not just passing tests.

Simple Tagline = “Users Happen”
Two words explain everything. Hardware doesn’t fail because it’s bad — it fails because people are unpredictable.

→ Lesson: A great tagline names the real problem your customer can’t control.

Humor Breakdown

The humor blends deadpan narration with slapstick destruction. The IT admin’s exhausted tone sells the joke because it’s painfully real. Chad isn’t malicious — he’s just that guy.

The bulldog chewing the laptop lands especially well because it feels absurd and familiar at the same time, making the ThinkPad feel genuinely indestructible.

→ Lesson: Real-world chaos is funnier — and more persuasive — than polished perfection.

Final Verdict

Lenovo understands its B2B buyer perfectly. This ad doesn’t pretend laptops live pristine desk lives — it shows them surviving elevators, kitchens, pets, and human error. By siding with IT and laughing with them, Lenovo turns durability into an emotional selling point, not just a spec.

BRAVE-o-meter Score:

B: 8 | R: 9 | A: 7 | V: 8 | E: 8
BRAVE – 8.0 / 10

Watch the full ad & learn more:
Website: Lenovo.com
LinkedIn: Lenovo on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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