Apple and TBWA MAL showcase a brand so powerful it's become a cartoon hero
Apple Japan has taken the long running ‘Behind the Mac’ campaign and given it a distinctly local twist. Their new spot, from TBWA Media Arts Lab and the creative team at Apple Japan is a quick-cut cavalcade of anime characters using Mac laptops – and they’ve all been harvested from real animated shows and movies.
The spot is cut to the track ‘I am Shujinko’ – which appropriately enough translates to ‘I am the main character’ – by the artist Kaho Nakamura. This theme of living one’s own story, as well as using the Mac to create stories and worlds, continues with the endline ‘ stories not yet in this world from Beyond the Mac’.
The spot draws from an array of TV series and films, including Mirai Your Name, Weathering With You, Your Name, Sgt. Frog, Terror in Resonance, The Perfect Insider Mr. Osomatsu, Gridman, New Game! and The Wonderland and My Teen Romantic Comedy. Some of those Macbooks featured are more 'official' than others, with some bearing the Apple logo and some laptops featuring cheeky approximations.
But don't worry about any baddies getting their hands on a Macbook - if Knives Out director Rian Johnson's recent revelations are to be believed, Apple has strict guidelines around how its products are used in media, with villains prohibited from using iPhones.