Apple may be moving more ads in-house, but it seems that TBWA\Media Arts Lab isn’t out of fuel just yet, as evident from their new spot for the MacBook Air.
Entitled “Stickers,” the 30-second spot illustrates MacBook Air users’ individual passions through a rapid-fire viewing of the laptop decorated with different stickers from a variety of users, followed by the tagline “The notebook people love.” It’s a bit of a return to previous strategies for TBWA and Apple, emphasizing the passionate devotion of its users. If you can’t keep up with all the different stickers featured, you can also see them individually on the “Stickers” page of the Apple website. The approach is reminiscent of Google’s recent “Play Your Heart Out” spot, as Adweek points out. But where that spot focuses on different pop culture obsessions facilitated by Google, Apple’s spot is more about how people customize their Air to make it their own. Whether this is enough of a distinction to truly differentiate the spot may come down to a matter of opinion. Feel free to weigh in with yours in the comments section.