How Lenovo and Eva Longoria are Backing Every Business with Global Mentorship Program

Lenovo is closing the help hole going through small companies with its new international initiative, Backing Every Business, in partnership with actress and entrepreneur Eva Longoria. At the center of the marketing campaign is Twinning, a mentorship program that pairs entrepreneurs going through related challenges, turning isolation into collaboration. A choose few will even be matched with Longoria herself.

To deliver the thought to life, Lenovo tapped Arts & Sciences director Nat Prisco for a tongue-in-cheek anthem movie that performs off Longoria’s many roles throughout leisure, enterprise, and philanthropy. Borrowing from cinematic tropes that resemble success symbols, Prisco directs Longoria via an expensive walk-and-talk down a really lengthy hallway to take her place at an enormous desk, and, at instances, to actually deal with totems of her entrepreneurial efforts. She elegantly delivers key info—inviting small enterprise homeowners to use for mentorship, grant funding, and AI-powered instruments, courtesy of Lenovo and Intel—all whereas showcasing Lenovo’s ThinkPad X9 laptop computer with her equally modern, crisp comedic timing.

Twinning is constructed on a easy perception: an issue shared is an issue halved. By pairing enterprise homeowners going through related challenges, Lenovo goals to remodel isolation into collaboration and momentum, all whereas creating a world community of help for small enterprise founders.