Apple has unveiled “No Sweat” – a 2-minute ad that showcases the remarkable features of Apple’s new MacBook Pro M4 chip.
From TBWAMedia Arts Lab and Megaforce, the ad shows a weightlifter prepping for his moment to shine.
Retired Olympic figure skater and American commentator Johnny Weir narrates the backstory: “The pressure of a lifetime of work comes down to a mere whisper of time in front of the world.”
As Des’ree’s “You Gotta Be” plays on the soundtrack, the athlete twirls massive weights as if they were batons, does backflips and spins for an engrossed audience.
The weightlifter symbolizes the M4 chip – relatively small—but pumped! — and capable of handling challenging workloads with ease.
The weightlifter was coached by six-time world champion baton twirler Yvonne (Bonnie) Palacios and worked with choreographer Denna Thomsen, musebyclios.com reports.
The campaign debuted at Apple’s MacBook Pro Announcement event and will run globally on broadcast, digital platforms and social media.
CREDITS
Agency: TBWAMedia Arts Lab, Los Angeles
Director: Megaforce
Production Company: Iconoclast Content, Inc.
VFX: Electric Theater Collective (ETC)
Animation: Analog Studio
Audio Mix: Lime Studios
Editing: Final Cut LA Inc.
Director of Photography: Matias Boucard
Music: Des’ree “You Gotta Be”
