On Creativity through Jan. 1, we’ll be revisiting some of the brand ideas and campaigns that made 2019—and the last decade. Check back on AdAge.com in the new year for the full lists.
Best of 2019
Apple was behind a host of standout work in 2019, including dazzling films and bold outdoor efforts promoting the Air Pod, a snarky CES dig at its competitors and a stunning design-driven show opener. But what won our hearts in 2019 was its story centered on a real-world Apple invention the everyday consumer may not have known about—a round pizza box. Directed by Mark Molloy, “Underdogs” was pure entertainment, but it also doubled as a demo of how Apple products can help to make your big ideas a reality.
In 2017, various reports revealed that, of all the things it could add to its list of inventions, Apple had also patented a unique pizza box, one that was round and dotted with holes.
That real-life creation now anchors a fun new film that imagines the circle box’s faux development, at the hands of a scrappy, underdog team.
The film opens with one office underling excitedly telling her colleagues that she managed to score a meeting with Vivienne, their intimidating honcho. “I just bumped into her,” she explains.
That is, she literally “bumped into her,” since she backed into the boss’s car.
The accident, however, opened the door to a face-to-face meeting--but unfortunately, it's only two days away.
The film, directed by Smuggler's Mark Molloy, then goes to show the team tirelessly toiling night and day to perfect the dream idea they hoped to present, “Round Box,” which until now, sat gathering dust as a small sketch on a post-it note, tacked to a cubicle half-wall.
In fast-paced scenes, we see the teammates pulling together a prototype, thinking up branding ideas, consulting with departments like finance and production so they can be in top shape in time for their presentation. The quick cuts and agitating, staccato-heavy track underscore the coworkers’ frantic, non-stop collaboration while using various Apple products--whether they’re in the same room or juggling from home. Altogether, it’s an entertaining ride that plays out like“Oceans Eleven” meets “The Office.”
In the end, we never do get to see their final presentation, but as the colleagues takes a deep breath and gather confidently in the elevator, it’s clear they’re on their way up in more ways than one.