In 2019 Lenovo had maxxed out on the weekend warrior/ex-Navy Seal/ tech-bro-who-drinks-protein vibe. For its latest laptop release, it wanted to freshen things up and reach new audiences while still preserving its core message: We make tough laptops!

My partner and I floated ideas like sending their latest latest model over Niagara Falls or running it over with a truck or burying it in snow and having Bear Grylls dig it up and say “Check it out! Still works.” But it all seemed a little stale. Then it hit us: We were missing a sense of humor—about ourselves.

How do you unbox the toughest laptop ever made? Simple, you get an 800 lbs. Grizzly bear to do it. The results?

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