Apple's iPad fuels an intense election showdown

Class president hopefuls face off armed with the brand's latest tablet in fun film via TBWA/MAL

Published On
Mar 21, 2022

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While iPads are a go-to gadget for those who just want to kick back, browse or binge watch, Apple’s latest saga shows off how the devices fuel something a little more intense—an election showdown. 

The brand’s latest cinematic saga stars two high school students, Emma and Max, who are vying to be class president. Helping to drive their increasingly heated competition is the new iPad Air, which each uses to create a variety of promotions for themselves, from dazzling digital flyers to t-shirts, baseball caps and more. The endline reads, "Your next computer is not a computer."

Sam Pilling of Pulse Films directed the film, which is set to the Sparks track, “This Town Ain’t Big Enough for Both of Us.”

It follows Apple’s announcement this month of the new iPad Air, which the brand says promises a “massive leap” in performance thanks to the new Apple-designed M1 chip. The device now includes its Ultra Wide front camera, a USB-C port with up to double the transfer speeds of its predecessor and 5G on cellular models. 

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The spot arrives on the heels of another cinematic piece from Apple earlier this month, which  saw the return of Apple’s beloved Underdogs and showcased how the brand’s various products and tools helped them break free from the shackles of their overlord boss and go out on their own.