Major PC maker Lenovo is debuting a
new AI-powered global campaign tied to the World Cup, which begins June 11.
The campaign creative, which just launched, is by Ritual Labs. It runs globally across Asia, India, Brazil, North
America, Japan, the U.K., Germany and France on CTV, digital and social platforms. Billy Boman directed the ad.
Lenovo is using the World Cup as a platform to illustrate how AI can power
smarter tournament operations, support performance insights and create more immersive fan experiences.
Matt Pfeffer, executive producer/co-founder at Ritual, told Agency Daily:
“The World Cup is one of the only moments left that everyone watches at once, so it was the right place to prove something bigger than a commercial. For us, this wasn’t about using AI as a
novelty. It was about showing what responsible AI production looks like at the enterprise level — built on real talent likeness, with performers who consented to their digital selves. It’s using
the tools that are setting the standard for how this work should be made.”
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Ritual’s client roster includes Spotify, DirecTV, Dick’s Sporting Goods and the Arizona Cardinals.
“As we continue to demonstrate how AI can make technology more personal, useful and accessible, we are focused on using it to deepen creativity, not dilute it,” added Santi Pochat, vice
president of AI innovation-brand strategy at Lenovo.
Lenovo Group reported revenue of $83.1 billion for fiscal year 2025-2026.
The World Cup runs June 11-July 19 and is co-hosted
across three countries: Canada, Mexico and the U.S.
