Most US schools aren't out for the summer yet, and Apple is already looking at back to school computer purchase time with a new ad showing college students achieving success with MacBooks, rest, and possibly a shower.
Apple has tried being straight with just listing Mac features in its ads for students. It's tried being funny about talking parents into buying Macs, which did not go well.
Now with a 93-second ad on YouTube, Apple is going for conveying how hard working college students have to be. And so therefore how hard-working all Mac laptops are.
The ad follows half a dozen students working across screenwriting, robotics, and art. Unusually, every one of them is first shown to be failing despite using Macs, with each one repeatedly throwing projects into the trash.
But then with deadlines looming, some take breaks, some take showers, and then they all come back to their laptops. It's not clear whether they are using the MacBook Pro, MacBook Air, or MacBook Neo, but it is clear that all of them make their deadlines because of their Apple device.
The ad clearly follows on from Apple's previous ones about how the Mac enables creatives, and like every single one of those, it does not credit whoever wrote this. Or acted in it. Or directed it.
One creative person does get a credit, if only in the YouTube description. It's musician Willow Kayne, whose track "I'VE GOT THIS ALL UNDER CONTROL," plays throughout. The track, stylized in all caps like the singer is panicking, is available now on Apple Music.
While the college students are all exasperated by problems at the start, none of it appears to be to do with Liquid Glass. If it was meant to contribute to their difficulties, it's being at least mildly redesigned for clarity in macOS 27.
