This Monster Notebook campaign is cool, even when you are not captures authentic gamer reactions, blending humor and insight— Clapboard's Global Ad Archive.

Electronics

Winning is cool, even when you are not - Monster Notebook | Clapboard Ad Archive

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61

Winning is cool, even when you are not - Monster Notebook | Clapboard Ad Archive

Monster Notebook’s campaign Winning is cool, even when you are not, crafted by RED and GREY in 2021 for the Turkish electronics market, is an expression of pure gaming authenticity anchored in the realities of competitive play and the nuanced rituals of victory. Targeting a community for whom milliseconds define success and technical advantage is sacred, the work positions Monster Notebook as both a powerful enabler and a cultural mirror for passionate gamers, foregrounding high-performance gaming notebooks enhanced with new-generation Intel processors and Nvidia GeForce graphics. Rather than dramatize product features in a traditional sense, the campaign orbits player experience by spotlighting an array of unselfconscious, sometimes awkward gamer reactions at the moment of triumph—an approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery—by reflecting the lived expressions and highs of real users at the edge of winning. This strategic emphasis on authentic response and relatable lifestyle resets the brand’s communications agenda: Monster Notebook is not just selling hardware but foregrounding the emotional core of gaming, championing the thrill, camaraderie, and relatability inherent within the gaming tribe. RED and GREY’s deployment of a universal insight—that the exhilaration of victory is unaffected by personal coolness—taps into the digital-native mentality of the Turkish gaming community, where the pride of overcoming, connection to fellow players, and the raw pulse of gameplay overshadow surface-level image, and where a notebook is only as cool as the win it enables. Monster Notebook thus claims a relevant and memorable space between the intimidating prowess of global gaming giants like ASUS Republic of Gamers and Alienware and the accessible aspirations of an everyday gamer base. Clapboard rates this 61/100. The campaign matters as it signals a market where authentic self-reflection and lifestyle immersion are as critical as product promise, especially for tech and electronics brands seeking to engage contemporary gaming culture with credibility.

Credits

Client

Monster Notebook

Agency

RED and GREY, RED And GREY

Director

Cem Batu

Producer

Elif Mermerci

Production House

RED And GREY

Brand Marketing Team

Göktuğ Okan Oğuz, Bahri Uysal, Onur Erdem

Category Mind Map

48%

The campaign for Monster Notebook centers on positioning the brand as an essential enabler of the competitive gaming experience. It promises gamers performance, precision, and the technological edge needed to win, underscoring that victory is the ultimate goal—even when individual moments might feel less than cool. By emphasizing high-end gaming notebooks equipped with cutting-edge Intel processors and Nvidia GeForce graphics, the brand conveys a promise of reliable power and speed tailored to serious players. Strategically, the campaign leverages a nuanced understanding of gaming culture that goes beyond simple success. It taps into the shared, relatable experiences of gamers—from moments of intense focus to humorous reactions to near-victories—highlighting the emotional highs and lows inherent in gameplay. The creative angle, “Gaming is cool. Even when you are not,” humanizes the gaming journey, resonating with a digitally native audience that values authenticity and camaraderie as much as performance. By showcasing real and varied gamer reactions, the campaign fosters an emotional connection while reinforcing Monster Notebook’s relevance as a tool for those who aspire to win. This approach targets competitive gamers in Turkey who seek both top-tier hardware and a brand narrative that reflects their passion and resilience, effectively combining technological appeal with lifestyle storytelling in a fast-growing electronics market.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on capturing the diverse, authentic, and amusing reactions of gamers during victorious moments, specifically highlighting “even when you are not [cool], winning is cool.” Rather than following a plot-driven story or overt demonstration, the ad immerses viewers in recognizable gamer experiences and emotional highs, showcasing real users in relatable situations. The focus is on reflecting the gamer community in action, connecting Monster Notebook to the lifestyle and passion of its core audience. The campaign’s description, use of real gamer reactions, and absence of narrative resolution or symbolic devices all signal this is a quintessential example of Associated User Imagery. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. ASUS Republic of Gamers (ROG) – Positioned as a premium gaming hardware brand, ASUS ROG focuses on high-performance laptops and peripherals designed for serious gamers, combining cutting-edge technology with sleek design and extensive customization options to deliver top-tier gaming experiences globally. 2. MSI (Micro-Star International) – MSI targets gaming enthusiasts by offering robust, reliable laptops with strong graphics performance and thermal management. Their strategic angle emphasizes innovation in cooling systems and immersive features like high refresh rate displays for competitive gaming. 3. Acer Predator – Acer’s Predator brand positions itself as an aggressive, high-performance gaming line-up catering to both casual and hardcore gamers, emphasizing innovative hardware, aggressive styling, and accessible pricing to capture a broad gaming audience. 4. Dell Alienware – Alienware is known for its futuristic design and premium build quality, targeting gamers who prioritize powerful processors and graphics cards paired with distinctive aesthetics and strong brand heritage in the gaming community. 5. HP Omen – HP Omen differentiates by blending gaming performance with mainstream appeal, delivering customizable, competitively priced laptops equipped with cutting-edge components and software optimizations aimed at both casual and competitive gamers.

Q: What is Winning is cool, even when you are not about? A: Winning is cool, even when you are not is a 2021 film campaign created by the agency RED and GREY for Monster Notebook, launched in the Turkish market. The campaign centers on the authentic and often amusing reactions of gamers in moments of victory, capturing the emotional highs that define competitive play. By focusing on real gamer experiences rather than a scripted narrative, the campaign positions Monster Notebook as an essential tool for those who play to win. The creative direction, led by Chief Creative Officer Cem Batu, highlights the brand’s high-performance gaming notebooks and accessories, reinforcing Monster Notebook’s commitment to delivering a cool, competitive gaming experience. Q: What creative device does Winning is cool, even when you are not use? A: Winning is cool, even when you are not employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on showing real users—gamers in this case—in relatable, authentic situations, capturing their diverse reactions during moments of gameplay triumph. Rather than relying on a plot-driven story or overt product demonstration, the campaign immerses viewers in the recognizable highs and emotional energy of the gaming community. This technique connects Monster Notebook directly to its audience’s lifestyle and passion, reinforcing the brand’s relevance through genuine user experiences. Q: What is the campaign proposition for Winning is cool, even when you are not? A: The campaign proposition for Winning is cool, even when you are not positions Monster Notebook as the essential enabler of competitive gaming, promising performance, precision, and the technological edge needed to win. Targeting serious gamers in Turkey, the campaign emphasizes that victory is the ultimate goal, even if individual moments feel less than cool. By showcasing high-end notebooks equipped with the latest Intel processors and Nvidia GeForce graphics, Monster Notebook delivers a message of reliable power and speed. The campaign’s narrative taps into the shared experiences and emotional highs of gamers, blending technological appeal with authentic lifestyle storytelling. Q: How does Winning is cool, even when you are not rank in Clapboard's archive? A: In Clapboard’s global ad archive, Winning is cool, even when you are not holds a Clapboard Campaign Score of 61/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of advertising for the electronics and technology sector. Q: Who are the competitors in Monster Notebook's category? A: In the competitive landscape for gaming hardware, Monster Notebook faces established rivals such as ASUS Republic of Gamers, which is known for premium, customizable gaming laptops designed for serious players, and MSI, which emphasizes robust performance and innovative cooling for enthusiasts. Acer Predator targets a broad audience with aggressive styling and accessible pricing, while Dell Alienware is recognized for its futuristic design and strong brand heritage among gamers seeking top-tier components. HP Omen blends high gaming performance with mainstream appeal, offering customizable, competitively priced laptops aimed at both casual and competitive gamers.