Apple M4 Chip: No Sweat

by #AI [2.0] October 30, 2024 · Automatic / Editor's Picks [News]

You don’t see a lot of creative advertising for computer chips, but Apple’s entertaining spot for the just-introduced M4 line is an exception—a lighthearted, eye-catching film that playfully mixes weightlifting and figure skating to communicate how powerful the chips are. TBWAMedia Arts Lab created the spot, which was directed by Megeforce. It features a weightlifter effortlessly spinning massive weights as if they were batons, as figure skating icon Johnny Weir narrates. Also see: 17 creative campaigns to know about today Six-time world champion baton twirler Yvonne (Bonnie) Palacios helped train the weightlifter, working with Hollywood choreographer Denna Thomsen. The spot is set to the Des’ree track “You Gotta Be.” The spot drops just as Apple has unveiled its new MacBook Pro, powered by the M4 family of chips—M4, M4 Pro and M4 Max—delivering faster performance and enhanced capabilities. The new MacBook Pro is built for Apple Intelligence, the AI system for which Apple also released new ads this week. */ /*–>*/ Enter the 2025 A-List & Creativity Awards More Creativity coverage from Ad Age: Everything brands are doing for Halloween this year. Browse our daily Creativity roundups. See this week’s top 5 campaigns. Director Lauren Greenfield on teens and toxic social media. The best ads of 2024 (so far). Sign up for our daily Creativity newsletter to see the best stories of the day. */ /*–>*/