Apple’s Latest Ad Stars its Patented Pizza Box
Four colleagues. Two days. One chance. Here is our review on ‘Apple at Work’.
Apple has always been synonymous with never settling for the usual, in fact, constantly innovating its own products too and patenting their own pizza box is just one of the many cool things they have done.
Yes, you read it right! Apple has designed its own pizza box for its cafeteria, which is round in shape and appears to be sized for personal pies.
The same round pizza box has made a cameo in the brand’s new 3-minutes long commercial this month titled “Apple at Work — The Underdogs”, delivering another advertising masterstroke. While Apple hones a serious image, this ad was a rather funny one. Thanks to its snappy script and great comic timings.
The ad, directed by Smuggler’s Mark Molloy, features a panic-stricken team putting together a pitch for their product, a new type of pizza box. With fast-paced scenes, non-stop collaboration and frantically working teammates, they put in their blood and sweat to convince their boss for her approval. Although the pizza box seems to be a little unrelated to the ad, it somehow stands out for astute Apple fans.
In my conversation with Lloyd Mathias, Angel Investor and former Asia Pacific Marketing head of HP, he says, “A brilliant ad that superbly brings out how underdogs can move ahead when they believe in themselves and collaborate. The spot is fast paced, funny, exciting and demonstrates how innovation can come from any source – even unexpectedly from an underdog team. This nicely underlines Apple’s focus on innovation and how teams can work seamlessly – from office, home and on the go- through the versatile Apple ecosystem.
The Apple branding is subtle yet relevant with numerous shots of the Mac book, the i-Phone, i-Pad seamlessly integrated into the gripping spot.”
The film ends on a rather mysterious note where the team heads for their final presentation and we don’t get to see the result. However, the confidence they emit speaks volumes about their preparation, backing the brand philosophy- When products work brilliantly together, people work brilliantly together.
From a brand point of view, it succeeds in resonating with Apple’s core values and beautifully integrates the brand’s ethos over the years. This ad encourages viewers to think differently about more than just one thing. Talking about the story idea, Apple has pushed the notion that ‘simple can be good enough too’. Where everyone is striving to be different, Apple reiterates the fact that your idea needn’t be a complex one to be brilliant. A simple one can do wonders too!
Overall, the ad has received much acclaim since it inspires to see the world differently and redefines what is ‘normal’. Instead of telling us what to do, this ad tells us to change the way we think about the employees working diligently and with all honesty. Apple has been successful in conveying that their technology is seamless, instant and can effortlessly to make our lives immeasurably easier.
I am sure the team nailed the presentation, just as the ad did!
