Apple Returns To Its Roots With New ‘The Underdogs’ Advert, Taking Purpose At Microsoft

Greater than a yr in the past, Apple released the latest episode of The Underdogs, an internet sequence about a intelligent group of entrepreneurs who give up their jobs to start out a paper field firm. Since then, we have seen these colleagues go from launching their startup to taking a “heck of a enterprise journey” to Thailand, the place they looked for a brand new packaging manufacturing unit to satisfy their largest contract.

Nonetheless, following Apple’s unhealthy luck with the M4 iPad Professional advert, which compelled the corporate to situation a uncommon apology after it was criticized for “destroying artwork in favor of expertise,” Apple confronted extra backlash. The corporate needed to pull The Underdogs campaign after viewers in Thailand objected to how the nation was portrayed. Even Thailand’s Home Committee on Tourism requested Apple for clarification concerning the advert.

Apple later apologized, stating that the marketing campaign “didn’t current the Thai lifestyle in an entire and acceptable method.” Nonetheless, greater than a yr later, the corporate has determined to present The Underdogs new life. This time, the crew is making baggage, and as a substitute of offending a rustic, Apple took a playful jab at its outdated rival, Microsoft, by referencing the notorious “Blue Display screen of Loss of life day” in 2024.

As talked about earlier, this new eight-minute ad facilities on the notorious BSOD day, when a defective Windows security update crashed CrowdStrike servers, bringing down banks, airports, TV broadcasts, and extra. Within the advert, the PC outage disrupts the Underdogs’ debut commerce present look. Everyone begins to panic, till they notice their crew is unaffected as a result of they’re utilizing Macs. All through the video, Apple highlights some great benefits of its ecosystem, exhibiting how customers can unlock their Mac with an Apple Watch, immediately share information by way of AirDrop, and extra.

Apple additionally underscores how Macs may help companies develop. Whereas different exhibitors wrestle with their PCs, the Underdogs’ sales space retains operating easily, powered by Macs. By the top of the video, they even help to their rivals, providing an M4 Professional Mac mini able to operating a number of shows in a compact type issue. Now, we simply should see if Apple’s Underdogs video will proceed or if the corporate may need stirred up one other controversy.