Ad Age - McKinney's 'Boot or Bust' Campaign for Lenovo

"Lenovo is about to take product demonstrations to a whole new height -- about 30,000 feet. A new marketing campaign for its laptops shows one being dropped out of airplanes attached to an unopened parachute. The only way the computer can "save itself" is by booting up in fewer than the 10 seconds it takes to hit the ground... The high-flying "Boot or Bust" campaign created by McKinney, Durham, N.C., is an extension of an effort running since May."