Apple’s MacBook Pro M4: Powerlifting performance, effortless charm

Apple has launched a new film for the MacBook Pro, powered by the M4 family of chips. The film from TBWA\Media Arts Lab Los Angeles and director Megaforce showcases the chip’s performance and capabilities. It also demonstrates how the new MacBook Pro delivers performance in a sleek, portable package.

It follows a weightlifter effortlessly spinning and manipulating massive weights as if they were batons. These batons metaphorically represent the ability of the M4 family of chips—M4, M4 Pro, and M4 Max—to handle the most demanding workloads with ease. The weightlifter was coached by six-time world champion baton twirler Yvonne (Bonnie) Palacios and worked closely with Hollywood choreographer Denna Thomsen.

Set to Des'ree's ‘You Gotta Be’ track, the film comes alive through the narration of legendary Olympic figure skater Johnny Weir. His witty commentary follows the lifter's journey, building to a crescendo that mirrors the ascent to peak performance and effortless power of the M4 family of chips. 

Megaforce taps into the thrill of competition and human achievement, creating a relatable story that aims to make microchips exciting for mass audiences. The campaign debuted at Apple’s 'MacBook Pro Announcement' event and will be rolling out globally across broadcast, digital platforms, and social media.

Campaign’s take: Apple’s latest MacBook Pro ad is a spectacle, taking the usually dry concept of processing power and turning it into an energetic feat of strength. A weightlifter, coached by world-class baton twirler Bonnie Palacios, spins hulking weights with finesse, effortlessly twirling and balancing them like feather-light props. These weights symbolise the monumental tasks the new M4 chips handle without breaking a sweat—whether it’s the M4, M4 Pro, or M4 Max—each chip performs the computational heavy lifting that would weigh down most devices.

The ad also touches upon Apple Intelligence, which transforms raw computing speed into an art form, delivering blazing performance that doesn’t compromise battery life. The Neural Engine also manages AI-intensive tasks, turning once-complex processes into lightning-fast computations. And with the iconic ‘You Gotta Be’ by Des’ree in the background, narrated by the charismatic Johnny Weir, the campaign masterfully conveys both power and charm.

This isn’t just an ad; it’s a bold statement: Apple’s M4 chips have redefined computing power as we know it. The result? A laptop that transforms life’s marathon into a sprint, letting users create, compute, and connect at an unrivalled pace.