updated 12:50 am EDT, Tue July 22, 2014
Offbeat ad shows human affection for MacBooks, 'the notebook people love'
An new ad by Apple that debuted on Monday takes something of a different approach than the company's recent iPhone and iPad commercials -- both in that it features a Mac (in this case the MacBook Air) and that shows off clearly-used equipment featuring user's methods of customizing their Air models mostly through the use of stickers, giving the ad its name. Using a stop-motion approach, dozens of customized MBAs are shown at one point even "playing" a game of Space Invaders on the lid.
Most of the stickers play around, or with, the luminous Apple logo on the top of the unit. The keyboard, OS, screen and other features of the Air are never seen, as the point of the ad is to show that people enjoy their MBA so much they personalize, decorate and augment the lids to make it more "theirs" and reflect the owner's personality (as well as potentially deter theft). The tagline of the ad is "the notebook people love."
Among the icons that float by in the montage of MBA covers are Homer Simpson, Snow White, Walter White (from Breaking Bad), the Cookie Monster, the Peanuts gang, Batman, Pac-Man, the Tasmanian Devil, Wonder Woman, Hello Kitty (twice!), a number of band and clothing and other pop-culture stickies and more. Some are simply stickers (though one Beats logo was spotted), while some appear to be beautiful hand-created illustrations. The non-pristine nature of some of the covers indicates that they were not created for the ad, but were sourced from genuine owners and used with permission.
Towards the end of the ad, several variations on a "heart" around the Apple logo are shown to add punch to the tagline. The Air is finally swiveled around to show its thin side profile and then closed to reveal the tag. The music is also an unusual choice of "eight-bit" electronica rather than the usual less-intrusive music selections that generally accompany the iOS ads.