Apple rewrites the pitch deck

Capturing the full extent of what could change with just a few different nouns and adjectives, TBWA\Media Arts Lab takes statements and turns them into stories. 

In An Apple Original, a film’s logline is typed out across the screen. Beneath it, the scene plays out; a babysitter with a child, the 1969 American moon landing, the usual fare of television. And then the cursor moves. It rewrites the premise, and the new story, a deeper nuance and understanding, is revealed, playing out with clips from shows from Apple TV. 

Cleverly edited and exceptionally clear, the ad is remarkable because the writing on-screen immediately sets up expectations and then subverts them, supporting the stories they’re pitching. Combined with sharp producing, the piece appears similar to the Times’ ad earlier this year, giving An Apple Original the guise of a true, reported story; something immediate and urgent.