As you read the first two paragraphs of this article, try and guess the product group this advertiser belongs to.
'Every ***** ***** is built with four layers of carbon-fiber and a magnesium alloy roll-cage. And every ******* goes through 12 military-grade durability tests and over 200 quality checks.'
That's what the copy in a full page print ad we spotted in today's Economic Times reads. The product is Lenovo's Thinkpad X1 Carbon, a laptop.
With this, the brand gave the traditional path of laptop advertising a miss - the kind that highlights aspects like the product's lightweight build, its slim appearance, its high-end specifications, and things like the colour, design, and performance.
Instead, this laptop boasts four layers of carbon-fiber, a magnesium alloy roll-cage, 12 military-grade durability tests and over 200 quality checks. Apart from the fact that these specifications seem rather odd for a lappy brand, what also what got us thinking was the presence of an upset coffee mug in the ad. It highlights the age-old spill-resistant feature of laptops. Lenovo itself has frequently leaned on this feature for years now.
And here's the other thing: Don't forget that durability has been a prime cause of concern for mobile phones - in the past, we've seen ads for smartphones that talk about gorilla glasses, reinforced cases, aircraft grade aluminum bodies and what not.
The magnesium alloy roll-cage, though, is not a durability feature; it has more to do with design and weight.