See Apple’s creepy-funny new MacBook ads for back-to-school

Director Tom Kuntz and cinematographer Hoyte Van Hoytema play with suspense tropes in a trio of spots

Published On
Jun 03, 2024
A woman looking concerned in an empty college lecture hall

Editor's Pick

Apple recruited a pair of production A-listers—Emmy-winning director Tom Kuntz and Oscar-winning cinematographer Hoyte Van Hoytema—for a round of back-to-school MacBook ads that experiment with an eerie but funny tone.

Three spots push three specific MacBook features: the processing power of MacBook Pro with Apple silicon; the all-day battery life on MacBook Air; and using the “Find My” feature to locate a missing laptop.

Each commercial uses suspense tropes to build an eerie vibe, with characters (including one played by Gary Farmer in the “Found” spot) who accost MacBook users with creepy insinuations about their machines. But the users quickly shut down the doubts with a product pitch.


The spots were created by TBWA\Media Arts Lab. They are running on TV, TVO, pre-roll, digital, mastheads, in-article, programmatic video and social.

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