Apple has recently launched an exciting campaign for the new MacBook Pro, showcasing its impressive capabilities powered by the revolutionary M4 family of chips. This campaign, created by TBWA\Media Arts Lab, encapsulates Apple’s commitment to peak performance with a unique and playful twist.
Titled “No Sweat,” the campaign employs a captivating metaphor to illustrate the robust performance of the M4, M4 Pro, and M4 Max chips. The spotlight is on a weightlifter, effortlessly spinning and maneuvering massive weights as if they were batons. This striking imagery represents the seamless performance the M4 chips deliver, even when handling the most demanding workloads on the MacBook Pro.
Directed by the talented team at Megaforce, the advertisement is enhanced by the engaging narration of legendary Olympic figure skater Johnny Weir. Accompanying this visual narrative is Des’ree’s classic track “You Gotta Be,” celebrating its 30th anniversary, which adds an emotional depth to the overall experience.
The weightlifting scenes were crafted with precision, coached by six-time world champion baton twirler Yvonne (Bonnie) Palacios, and choreographed by renowned Hollywood choreographer Denna Thomsen. The cinematography, led by Matias Boucard, features stunning visuals complemented by expert VFX work from Electric Theater Collective (ETC) and intricate animations from Analog Studio, all seamlessly woven together by Iconoclast Content, Inc.
This innovative campaign not only highlights the remarkable features of the new MacBook Pro but also aims to make the world of microchips relatable and exciting for a broad audience. The commercial debuted at Apple’s MacBook Pro Announcement event and is set to reach viewers globally across broadcast channels, digital platforms, and social media.
To discover more about the cutting-edge features of the MacBook Pro and the M4 chip, visit apple.com/macbook-pro/.
Credits:
Agency: TBWAMedia Arts Lab, Los Angeles
Director: Megaforce
Production Company: Iconoclast Content, Inc.
VFX: Electric Theater Collective (ETC)
Animation: Analog Studio
Audio Mix: Lime Studios
Editing: Final Cut LA Inc.
Director of Photography: Matias Boucard
Music: Des’ree “You Gotta Be”
