Who Does it Better - Vivo or Lenovo?

In this Who Does it Better series, we will contrast 2 pieces of communication with very similar objectives and evaluate which brand does a better job for the defined objective. Examples used in this series will be common FMCG categories so the application of communication principles feels real. 

For this exercise we will use a simple framework called 'ABC': Attention, Branding and Communication (also expanded to ABCs in some forums). 

In this post we will evaluate communication for 2 smartphone brands: Vivo and Lenovo (India creatives)

Category	Smartphones
Target Audience	Users looking for their (next) smartphone
Insight	'My current smartphone is not fast enough'

Watch the 2 ads below:

Vivo V3 Max - Faster than Faster

Lenovo S660 - Ultrafast Processor

So who does it better in this Ranveer vs. Ranbir face-off for a faster smartphone?

First let's evaluate Vivo.
'A' Attention - . The creative is strong on Attention. The exhilarated fan & Ranveer interaction catches attention The ad execution choice of rapid shots to show fast action is distinctive, while also conveying the brand message of speed. 
'B' Branding - The phone speed is central to the story of the ad and hence I'd rate this creative strong on branding. Linking brand Vivo with this execution will happen over a period of time with repeated usage of Ranveer (which the brand has done here, here and here).
'C' Communication - The creative is single minded in communicating that the smartphone is fast. The dramatic focus is on the speed and Ranveer helps deliver that message, instead of distracting the viewer from it.

Now let's look at Lenovo.
'A' Attention - The creative is very strong on Attention. The combination of Ranbir and an Einstein caricature is distinctive and engaging.
'B' Branding - The creative is weak on branding. The role of the brand is not central to the drama. The only way Lenovo has been consistent is in using Ranbir as their ambassador over a sustained period and across their product ranges (as done here and here). However this in no way compensates the need for a central brand role in every communication. Also given the other campaigns Ranbir represents with similar one up-ism drama (Lays, Pepsi, Hero motors) or his association with Panasonic, mis-attribution is very likely for this creative
'C' Communication - The creative is weak in this aspect. While it is single minded on the benefit of 'fast', the dramatic focus is on Ranbir and Einstein and away from the smartphone. Hence viewers will remember the execution, but may not remember the brand or the category.

So for this smartphone ad comparison my vote will be for Vivo. What do you think ?

Note: The views and opinions expressed in this blog are my own and do not necessarily reflect the position of any other agency or organization.