If Apple competitors thought they’d won the advertising war for Gen Z’s love, they’d have to concede that Apple has won the US back-to-school this year. TBWA\Media Arts Lab and Apple have released a series of social shorts on Tik Tok telling the back-to-school story from a Mac’s point of view. A Gen Z Mac. They are so Tik Tok, so Gen Z, and so funny.
There are not polished, positive views of campus life, the adult-to-child conversation brands usually present to students. They’re a students’ views – an equal-to-equal conversation. Gen Z attitudes, Gen Z humour.
Some of the posts include:
- Parents’ Drop Off: an iBook G3 Clamshell (Tangerine) and a 1998 iMac G3 (Bondi Blue) play the roles of mum and dad farewelling their son, a MacBook Neo with A18 Pro, with sadness. Young Mac installs itself on a dorm desk with glee.
@apple what would I do without them
- Mac Me Tear Up captures the emotions of going back to school through a student’s expression, with Mac folders transformed into tears and a cool song chanting his (entirely negative) view about the transition.
@apple nooooooooooooooo
- Calendar Stacking depicts the familiar struggle of a packed student schedule using Calendar to show the challenge of squeezing classes, assignments – and everything else – into a single week.
@apple seems reasonable
- Say Cheese reimagines the yearbook photo as an animated collage of to-do lists, reaction images and half-finished essays.
@apple say cheese
Credits:
Agency: TBWA\Media Arts Lab
Director: Madeline Leary
Production Company: Pinkbox Studios
Post-Production Company: BeGrizzlee
Editing: TBWA\Media Arts Lab
Director of Photography: Jordan Pollak
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