Apple’s latest back-to-school campaign for Mac consists of three spots–including this one titled “Powered”–directed by Tom Kuntz of MJZ and lensed by Oscar-winning cinematographer Hoyte van Hoytema (Oppenheimer).
Powered takes us to a university where a librarian cautions a student that he’s gone too far loading multiple apps onto his laptop computer. She affirms that he’s “a hot dog in a hurricane” and there’s no saving him from a laptop implosion–that is until he informs her that he’s working on a MacBook Pro that can handle multitasking to the nth degree, accommodating multiple apps, streaming lectures, project editing and the like all at once.
Credits
Client Apple Agency TBWAMedia Arts Lab Production MJZ Tom Kuntz, director; Hoyte Van Hoytema, DP.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
