Apple just launched a new ad series that focuses on the lives of college students, highlighting the different features of its Mac line while getting into back-to-school mode.
Made together with TBWA\Media Arts Lab and directed by Emmy-winner Tom Kuntz, the three spots center around the skepticism some may have over laptops and technology as a whole — and how quickly Apple dispels these doubts with its superior performance.
Whether it's the ever-helpful Find My, long-lasting battery life, or the power to handle multiple projects at the same time, the latest campaign positions the laptop as a mighty choice for busy, on-the-go students.
Spot Breakdown
In the first spot titled "Found," a young woman searches for her Macbook but is greeted by an old university professor.
"Yup, computers have a funny way of vanishing around here... You look away, and poof, they're gone," the man tells her with an air of mystery.
As he continues to talk, the lady whips out her iPhone and goes to the Find My app to track the exact location of her Mac.
"Found it," the student interrupts the professor, to his surprise.
She discovers her Mac hidden underneath a jacket and explains to the man how she used "Find My" to track it.
"But, can you find yourself?" the professor shouts to her, as she walks away, closing the advert.
In the second spot titled "Charged," a professor approaches a student and tells her she's "playing a dangerous game" by deciding not to bring a charger to the first class of the day.
He begins to speak profoundly, saying that battery death is just a part of battery life, and how one gets used to it and grows numb to it.
"It's a Mac, the battery lasts all day," the student tells the teacher, shutting down his philosophical ramblings.
She walks away, as the professor declares his hate for the classroom chairs.
"Powered" sees a man hovering over multiple projects and windows over his Macbook, as a nosey librarian tells him his laptop can't handle all of it.
"Multiple apps, big files, you think it won't crash... You're a hotdog in a hurricane," she whispers in the student's ear.
The man tells her it's a Mac, and that it should be running fine despite the amount of programs open.
The woman stares at him in disbelief, then silently walks away.
"Supercharged by Apple silicon," the screen writes, as the commercial ends.
The series of Mac ads also follows the tech giant's most recent cinematic push for its wide variety of products.
Last week, it launched a similar commercial series for its Apple Card, touting easy purchase history tracking, quick payments, and Daily Cash returns.
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Editing by Katherine 'Makkie' Maclang