Super Nice is helping Lenovo get the word out about its technology that helps both creators and businesses. “Let Them Create” and “Business Goes Pro” showcas Lenovo’s smarter technology through emotionally driven, culturally relevant storytelling – hallmarks of Super Nice’s creative style.
“Let Them Create”
Creators are at the center of the “Let Them Create” campaign, which captures the rapid pace and passion of today’s artistic community. The campaign spans a trio of high velocity films — “Let Them Animate,” “Let Them Illustrate,” and “Let Them Edit” — each highlighting a different Lenovo Yoga Aura Edition device. The collection showcases how Lenovo’s combination of advanced hardware, integrated AI tools, and creative software works rapidly to empower creators to move seamlessly between ideas, mediums, and moments of inspiration.
“Creators are constantly transforming inspiration into tangible outputs across every genre. Flexibility, speed, and innovation are essential to their success—and the technology they choose must deliver on all three,” said Ajit Sivadasan, Vice President, Global eCommerce, Lenovo. “This campaign is about enabling and empowering creators in an AI-first world, driving the transition to a creator-led economy, and showcasing how Lenovo helps power their success at the intersection of creativity and technology.”
Super Nice collaborated with artists and creators from around the world, weaving their real work into the films to reflect the global scale and diversity of modern creativity.
Through transitions, clever sound design, and a layered VO repeating the phrase “Let them…”, each film turns everyday creation into an art form — underscored by the campaign’s closing line: “Because no creator should have to wait to create.”
“The creator community wants to be seen. They don’t want to be sold to,” said Ransom Haywood, Partner and Creative Director, Super Nice. “Our mission was to capture that relentless creative energy and celebrate it in a way that feels as alive and expressive as the work they make every day.”
“Business Goes Pro”
For Lenovo’s SMB membership Lenovo Pro, Super Nice helped to reimagine small business advertising as prime-time sports drama. “Business Goes Pro” features three cinematic hero spots — “Perfect Strike,” “Pit Stop,” and “Match Point” — where business owners and IT teams are seen as elite athletes navigating high-stakes moments. Each spot leads with cinematic sports commentary to dramatize the tools that help small businesses win: advice, hardware, and IT solutions, all available for free through Lenovo Pro.
“We loved the idea of treating business owners like pros — not in the corporate sense, but in the competitive, high-performance way,” said Chiara Travia, Partner and Head of Accounts, Super Nice. “The tension, the announcers, the high stakes — this is honoring how hard small businesses perform every day.”
“Let Them Create” will roll out across digital media channels globally including CTV, OLV, and social media in key markets such as North America, South America, EMEA, and APAC. The small- and medium-business focused “Business Goes Pro” campaign will run across the same channels and markets. Both campaigns will remain live through July 2026.
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