Lenovo is backing every business
How Lenovo and Eva Longoria are backing every business with global mentorship program
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Lenovo is closing the support gap facing small businesses with its new global initiative, Backing Every Business, in partnership with actress and entrepreneur Eva Longoria.
At the heart of the campaign is Twinning, a mentorship program that pairs entrepreneurs facing similar challenges, turning isolation into collaboration. A select few will even be matched with Longoria herself.
To bring the idea to life, Lenovo tapped Arts & Sciences director Nat Prisco for a tongue-in-cheek anthem film that plays off Longoria’s many roles across entertainment, business, and philanthropy. Borrowing from cinematic tropes that resemble success symbols, Prisco directs Longoria through a luxurious walk-and-talk down a very long hallway to take her place at a huge desk, and, at times, to literally handle totems of her entrepreneurial efforts. She elegantly delivers key information, inviting small business owners to apply for mentorship, grant funding, and AI-powered tools, courtesy of Lenovo and Intel, all while showcasing Lenovo’s ThinkPad X9 laptop with her equally sleek, crisp comedic timing.
Twinning is built on a simple insight: a problem shared is a problem halved. By pairing business owners facing similar challenges, Lenovo aims to transform isolation into collaboration and momentum, all while creating a global network of support for small business founders.
Credits
View on- Agency Zeno/London
- Production Company Arts & Sciences/London
- Director Natalie Prisco
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Credits
View on- Agency Zeno/London
- Production Company Arts & Sciences/London
- Director Natalie Prisco
- Production Department Tarot Productions
- Editing Stitch
- Post Production Black Kite Studios
- Sound Design Runamok Studios
- Executive Creative Director Stu Yeardsley
- Senior Creative Josh Cunningham
- Senior Creative Victoria Lench
- Executive Producer Rob Gilcrest
- Executive Producer/Managing Director James Bland
- Producer Toby Courlander
- Line Producer Joey Zadwarny
- Production Designer Andrew Clark
- Executive Producer/Founder Sam Topley
- DP Tim Hudson
- Editor/Partner Max Windows
- Colorist Richard Fearon
- Post Producer Hannah Jarrold
- Sound Designer Jon Clarke
- Post Producer Caroline Jemirifo
- Composer Oscar Robertson
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Credits
powered by- Agency Zeno/London
- Production Company Arts & Sciences/London
- Director Natalie Prisco
- Production Department Tarot Productions
- Editing Stitch
- Post Production Black Kite Studios
- Sound Design Runamok Studios
- Executive Creative Director Stu Yeardsley
- Senior Creative Josh Cunningham
- Senior Creative Victoria Lench
- Executive Producer Rob Gilcrest
- Executive Producer/Managing Director James Bland
- Producer Toby Courlander
- Line Producer Joey Zadwarny
- Production Designer Andrew Clark
- Executive Producer/Founder Sam Topley
- DP Tim Hudson
- Editor/Partner Max Windows
- Colorist Richard Fearon
- Post Producer Hannah Jarrold
- Sound Designer Jon Clarke
- Post Producer Caroline Jemirifo
- Composer Oscar Robertson
Emily Ketchen, Lenovo's CMO & SVP for the Intelligent Devices Group and International Sales Markets said: “With Lenovo, small businesses gain more than technology, they gain a partner who understands and is committed to their resilience, productivity and future. We empower ambition and help build a stronger global community. Our Backing Every Business global initiative gives small businesses the tools to tackle an increasingly complex digital world, connections to drive lasting value and opportunities to learn and scale for long term success.”
Longoria adds: "Being an entrepreneur is one of the hardest, most daring things you can do. Every entrepreneur reaches moments where they wish they had someone who truly understands the weight of what they’re building. What I love about Backing Every Business is that it’s built on creating that connection and goes beyond providing technology. It brings people together around the world to share experiences, learn from one another and grow. When entrepreneurs feel supported, entire communities benefit.”
Prisco adds: “I’ve been collaborating with Eva Longoria and her team for a while now, so I was very familiar with her tone and sensibility heading into this shoot. She’s a multifaceted industry unto herself, and her persona has become synonymous with legacy and handling everything with style, grace, and humor. She's the perfect ambassador for this program, and she killed it with the comedic elements of this spot.”
