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.
CreditsClient Apple Agency TBWAMedia Arts Lab Production MJZ Tom Kuntz, director; Hoyte Van Hoytema, DP.
Perlorian Brothers, Agency Lifelong Crush “Kickstart Your Heart” For Kicking Horse Coffee
Directed by The Perlorian Brothers via Canadian production company Merchant, this 45-second spot for Kicking Horse Coffee from agency Lifelong Crush opens on a donkey looking wistfully at the sun-splashed horses trotting past the humble barn where he spends his days.
His routine is dull and unvarying--until he spots a cobweb-covered motorcycle in the back of the barn. The sound of a revving engine signals the start of the music. At the same time, the song’s breakneck opening accompanies a color-splashed visual of the donkey barreling out of the barn, riding the motorcycle, and doing a donut before going full-throttle into the surrounding valley and onwards to the rest of the world.
The energetic and heartwarming spot captures the exhilaration that a good cup of coffee can provide and serves as an urgent reminder not to let life pass you by. In other words, be that donkey.
Titled “Kickstart Your Heart,” the commercial is being shown on TV and online across Canada and the U.S.
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