Even with Apple moving more and more of their ads in-house, and the rumour mill all but convinced that the tech giants will be getting shot of them altogether sooner rather than later, it seems that TBWA\Media Arts Lab still have a little creative fire (and more than a little love) left in their bellies for Apple's MacBook Air. The new 30-second ad, rather aptly called “Stickers,” is a charming, almost defiantly inventive expression of how Macbook Air users personalise their devices, by using them to reflect their personalities and indulge in their own unique passions.
The new 30-second ad, rather aptly called “Stickers,” is a charming, almost defiantly inventive expression of how Macbook Air users personalise their devices
The tagline for the ad reads; “The notebook people love,” a message that the ad communicates in a manner which is almost a throwback to the brand's classic iMac and iPod campaigns. A wide range of pop culture references (from The Simpsons and Breaking Bad to Batman and Mickey Mouse) appear to cavort and pose around the iconic Apple logo as shot-by-shot, “Blink and you'll miss it” icons appear for a split second only to be replaced just as quickly by another brief, instantly identifiable image. It's a concept that rewards repeat viewings and cleverly, the agency also appears to have snuck a 'Beats' logo into the ad, no doubt a sly nod to the rumours that Apple have been eyeing up Beats' founder, Jimmy Iovine as a potential creative partner.
A still from the “Stickers” ad
The spot, soundtracked by Hudson Mohawke's 'Chimes', emphasises the emotional connection the laptop has with its users, a connection that has always sat at the heart of Apple's creative advertising work. The spot itself might subtly recall BBH LA's “Play your heart out” spot for Google Play, but does so in a manner that isn't so reliant on pop culture. TBWA's MacBook Air spot is less about the references themselves, and is more about the user.
The agency has also designed a bespoke “Stickers” page for Apple's website, which shows some of the decals from the ad, which can be viewed without having to expertly freeze-frame YouTube
To backup the spot, the agency has also designed a bespoke “Stickers” page for Apple's website, which shows some of the decals from the ad, which can be viewed without having to expertly freeze-frame YouTube. The ad appears to be a return to form for Apple, who have been struggling with their creative marketing of late. In fact, with work of this calibre obviously well within their wheelhouse, it might behove Apple to reconsider letting its long-time (over three decades and counting) partners at TBWA\Media Arts Lab loose.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He owns a MacBook Air himself, but has never felt tempted to decorate it in such an elaborate manner. Just the odd scratch.