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Laptops Wreak Havoc in Darkly Funny CleanMyMac Campaign

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Imagine if an attempt to save the Earth from a meteor was prevented by a bugging Mac in latest spots from TBWA\Helsinki

Laptops Wreak Havoc in Darkly Funny CleanMyMac Campaign

The latest CleanMyMac campaign places Macs in life-or-death situations. Two ads laced with dark humour and impending computer rage, created by TBWA\Helsinki, portray an agent discovering a bomb, and a group of aerospace specialists on a mission to save the Earth.

The campaign was built on a key market insight: CleanMyMac was positioned as a category leader but the entire category lacked relevance at the consumer end. 

"Because the Mac is such an outstanding computer, its users held a general belief that it requires no additional maintenance software. But even the greatest computer might need a little help from time to time. This is where CleanMyMac steps in, clearing unnecessary junk and speeding up slow Macs. We found that demonstrating this would be the best way to build trust between us and the consumer," says Halyna Kuzmovych, brand manager at CleanMyMac.

The two films were written to dramatise key product benefits in extreme contexts, ushering audiences to ‘Make sure you can trust your Mac’. The creative partner behind the idea is TBWA\Helsinki. 

“We trust our computers to solve any given problem at command. But what would happen, if our trusted Macs failed us at the worst possible moment? Imagining the worst case scenario is always fun, because the characters are extremely relatable. We’re all lazy until it bites us in the backside,” says Emma Kanninen, copywriter at TBWA\Helsinki

The films were directed by Nalle Sjöblad, and produced by Mjölk.

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Agency

Agency: TBWA\Helsinki 

Executive Vice President: Marco Mäkinen

Chief Creative Officer: Jyrki Poutanen

Executive Creative Director: Erno Reinikainen

Account Director: Annika Baidin

Account Manager: Maija Naumanen

Creative Director: Ville Ohtonen

Art Director: Nelli Immonen

Copywriter: Emma Kanninen

Senior Creative: Teemu Lappalainen

Graphic Designer: Tommi Selander

Director, Media & Audiences: Miika Luoma

Planner: Ville Ruokonen

Production

Production: Mjölk 

Producer: Frej Karlson

Director: Nalle Sjöblad

DOP: Max Smeds

Editor: Aleksi Raij

Sound Design: Akseli Soini

Colour grading: Petri Falkenberg

Client

Client: CleanMyMac 

Brand Marketing Manager: Halyna Kuzmovych

Product Marketing Manager: Marina Lisnyakovskaya

Chief Marketing Officer: Ivan Kuziv

Design Lead: Aleksandr Pronsky

Genres: Comedy, People, Storytelling, Dialogue

Categories: Consumer Electronics, PCs and Laptops

TBWA\Helsinki, Fri, 07 May 2021 13:32:34 GMT