You have to hand it to Apple, the brand knows how to identify the frustrations of everyday life and solve them in its stories with just the right amount of humour. Its new campaign for Apple Pay doesn’t have the filmic grandeur of Underdogs but its new series of little spots for Apple Pay pack a relatable human humour punch.
Four commercials in the Pay the Apple Way are supported by billboards in the US and UK as well as Tik Tok content. In TikTok, Apple has teamed up with TikTok creators, each of whom answers the question, Can I [blank] with Apple Pay?, to trigger conversation about the uses of contactless payments.
