The lockdown edition of ’Apple at Work – The Underdogs’ is an ode to remote working that humorously captures all the frustrations, family responsibilities, and video blunders that come with working from home while seamlessly articulating how Apple's products can help.
The first chapter, released back in 2019, saw four employees working tirelessly to impress their austere boss – Vivienne. Filmed in the style of an American sitcom, ’The Underdogs’ introduced a sceptical world to the need for rounded pizza boxes – an actual Apple-invented concept.
With the same four scrappy employees in tow, this time Vivienne tells the team that ’Project Pandora’s Box’ is back, with a tight deadline – though this time the design needs to be recyclable. With no time to lose, the team set about navigating her arduous request from the ’comfort’ of their homes.
While they encounter many hurdles along the way, Apple's wide range of devices and software are the one constant which iron out the stress of Vivienne’s task whenever a spanner is thrown in the works.
Marking Apple’s second ad of lockdown, back in April it showcased the role its products play in keeping creativity alive, in ’Creativity Goes On.’ The spot was a film montage, with some recognisable celebrity faces that saw Apple users drawing pictures on iPads, producing video content on Macbooks or using FaceTime to share creative ideas.
Back in May, Apple announced that it was not immune to the coronavirus downturn. While it may have seen an uptick in product sales towards the end of Q2 2020, its advertising business has taken a hit with companies pausing search spend on platforms such as the app store.