Students Think They Know it All About Mac in Apple's Back to School Spots

Humour and clever college students challenge those who think they’ve seen everything in Apple’s latest Mac campaign from TBWA\Media Arts Lab. 

Directed by Emmy-winner Tom Kuntz and featuring the work of Oscar-winning cinematographer Hoyte Van Hoytema, the latest Mac campaign features a cast of characters who believe they know all there is to know about laptops. Each film humorously illustrates the features of Mac including, industry-leading battery life and Find My support.

In the first spot, ‘Powered’, college life means you’re on the go and multitasking, whether you’re running multiple apps, streaming lectures, and editing projects, all at once. This spot shows how MacBook Pro with Apple silicon can handle it all, no matter how much you throw at it.

In the second spot, ‘Charged’, you don’t have to worry about carrying a charger or sitting close to an outlet with all-day battery life on MacBook Air.

The final spot, ‘Found’ stars long-time film legend Gary Farmer, most recently seen in Reservation Dogs, illustrating how setting up Find My on your Mac can be a lifesaver - even when they’re offline.