In a technology landscape where mobility increasingly defines productivity, performance drops when devices are unplugged have become a growing point of frustration. This issue is placed at the center of a new advertising campaign launched by Qualcomm, which openly questions long-standing norms in PC performance.
Titled “Let’s give 55%”, the campaign highlights a widely experienced but rarely addressed reality: many laptops powered by traditional processors significantly reduce their performance when running on battery. According to the campaign’s narrative, some systems deliver barely over half of their maximum capacity once unplugged, a compromise portrayed as increasingly unacceptable in a world of hybrid work and constant mobility.
Without naming competitors directly, the message clearly alludes to established chipmakers such as Intel, whose processors have historically prioritized peak performance while connected to a power source. Qualcomm positions this approach as outdated, arguing that modern users expect consistent speed and responsiveness regardless of whether their device is plugged in or not.
The campaign serves as a showcase for the Snapdragon X Series, a new generation of PC processors designed to deliver full performance even when operating on battery. Built on Qualcomm’s expertise in mobile computing, the Snapdragon platform emphasizes energy efficiency alongside sustained processing power, challenging the conventional trade-off between portability and performance.
Developed by the creative agency Transmission, “Let’s give 55%” combines digital and film formats to deliver a sharp, provocative message aimed at both professional and everyday users. The campaign was released in the United Kingdom and the United States in April 2025, targeting markets where PC usage remains deeply entrenched in professional and creative workflows.
By framing reduced unplugged performance as a form of complacency, Qualcomm reframes the conversation around user expectations. The campaign suggests that settling for less than full power is no longer acceptable in an era where laptops are expected to perform anywhere, at any time.
With “Let’s give 55%”, Qualcomm is not only promoting a product line but also pushing a broader shift in how PC performance is measured and marketed. As competition intensifies in the processor market, the campaign underscores a clear ambition: redefining what “maximum performance” should mean in a mobile-first world.
