Lenovo Legion, Lenovo’s premium gaming brand, today launches its latest global brand campaign, “Always Get Back Up”, created in partnership with Design Bridge and Partners London. The campaign boldly celebrates the resilient spirit of gamers across the world, spotlighting the real, gritty journey of perseverance that defines every gaming experience.

Building on the foundation of Lenovo Legion’s Reach Your Impossible brand platform introduced in 2024, the new campaign elevates the narrative by emphasising that to reach one’s own gaming impossible inevitably involves failing...repeatedly, even painfully. But that is precisely what makes victory, when it happens, that much more rewarding. “Always Get Back Up” is rooted in a universal experience for all gamers: they face defeat more than any other humans - multiple times per game, each and every day, forever moving through cycles of excitement, struggle, and defeat; always having to dig deep in the face of the impossible and find that willingness to start again.

To address this biting reality, that gamers will always lose more than they will win on the path to reaching their seemingly impossible gaming goals, the integrated global campaign created by Design Bridge and Partners London launches with a 45” hero film, set to the mega-hit song Big Dawgs by Hanumankind to resonate with young audiences, that brings an epic, cinematic and humorous battle to the real world. It shows a resilient gamer and his friends facing off with a succession of seemingly undefeatable gaming bosses inspired by some of the current most popular gaming genres- Sci-Fi FPS, JRPG, Hero Shooter, Horror, Retro Rogue-Like and Fantasy Action RPG. The latter boss, our campaign’s “big bad”, was designed by a member of the Lenovo Legion gaming community through an open contest; and that winner was invited to the campaign shoot in Sofia, Bulgaria to see their boss character brought to life. All of the campaign’s game bosses will be rolled out across future Lenovo Legion communications, products and experiences.

As the hero games in his apartment, he faces this barrage of challenging adversaries that throw him through walls and destroy the room around him, bringing the real feeling of a never-ending onslaught to life. But no matter what, he gets back up and plays on, learning from those losses and helped by his squadmates – both physically with him and playing or streaming alongside him online – who bear witness to his crushing defeats and provide helpful advice, until he finally finds the strength within to stand up and defeat the biggest bad of them all. A win that is all the sweeter because of the struggle that preceded it.

The hero 45” film will run across TV and VOD, with the longer 1m 45” film hosted on Lenovo’s YouTube, website, and social / community platforms. One 30”, three 15” films and three 6” videos (each with their own ‘Reach your Impossible’ story played out through one of our three characters) will run across social and digital channels. The 360-degree campaign also includes key visuals, lifestyle photography, a range of social-first / platform-native assets, and audio ads. The campaign will be running in up to 180 markets across the UK, US, EMEA, APAC, and LAS. It will also be activated physically through retail and product launch events, OOH installations, and more.

Media strategy, planning and buying was orchestrated by Assembly Global. VFX capture and supervision was provided by Covert.

“At Lenovo Legion, our mission is to empower gamers to reach the impossible, whatever that impossible might be. But we know that there is a hard truth to face when in that pursuit: A core part of being a gamer is facing struggle after struggle, suffering defeat after defeat, until finally a breakthrough is achieved. Through ‘Always Get Back Up’, we wanted to celebrate the relentlessness of gamers who never back down, and show that Lenovo Legion is here to power that spirit through our awesome ecosystem of gaming devices and AI software.”

— Mathew, Lazare, Global Brand Lead, Gaming, at Lenovo

“Through this campaign, rather than glorifying elite, competitive gamers, we’re speaking to every player — the ones who fail a hundred times before they succeed once. Gaming is about persistence and so Always Get Back Up honours every fall, every crushing defeat, and every moment gamers choose to get back up. That’s the essence of Reaching Your Impossible.”

— Marta Swannie, Creative Partner, Design Bridge and Partners