Apple China taps into the student psyche with a campaign for the millions of Chinese students transitioning from high school to college after the Gaokao exams.
The campaign makes Mac the hero of college life with its tagline, If you want it, Mac can do it. The lead commercial uses music lyrics to underline the visual story of college students navigating authentic campus challenges – overcrowded dorms, competitive library seating, and strict curfews – positioning Mac as their essential tool for academic success beyond basic coursework.
Three supporting 15-second spots demonstrate specific Mac capabilities: lightning-fast performance for last-minute presentation edits, all-day battery life eliminating power outlet scrambles, and iPhone Mirroring for seamless phone access from cramped dorm spaces.
Credits:
Agency: TBWA\Media Arts Lab, Shanghai
Director: Zika Liu
Production Company: Shooting Gallery Asia
Sound: CODA music
Music: Big Fish by Cosmos People, written by Cosmos J
