Apple goes back to school

This new campaign for Apple sends us back to school to educate us on some of the benefits of being a Mac user and, coincidentally, are the first Mac spots which feature dialogue since the classic Mac vs. PC campaign.

Created by TBWA\Media Arts Lab Los Angeles and directed by Tom Kuntz through MJZ, with cinematography from Oscar-winning DP Hoyte Van Hoytema, the three films blend a creepy tone with a comedic kick as students are initially warned by their teachers about the drawbacks of their laptops, before those same students cut down their educators' arguments with an Apple-inflected answer. 

Focussing on the incredible performance of Apple silicon on Mac, the long-lasting battery life and the Find My support feature, each film humorously illustrates that there's no substitute for a Mac.