Apple Intelligence/Mac - Change Your Tone (Pudding)

Apple / Apple Marcom
CREARCHIVE Score
60
AppleApple Intelligence/Mac - Change Your Tone (Pudding)2025
Case Film
Campaign Images
BrandApple
AgencyApple Marcom
Award ShowD&AD
CategoryFILM
Year2025
CountryUnited States
Description

The “Genius” campaign demonstrates Apple Intelligence’s everyday helpfulness via a series of characters who each have their own moment of genius, aided by the latest features. In “Pudding,” Dale opens the office fridge to find his chocolate treat has been stolen. Fuming, he types a furious e-mail demanding its return. Just before sending, he notices a reminder to "Find your kindness." Dale taps 'Friendly' on his MacBook, turning his harsh message into a polite request. After sending the email, his pudding is returned, and Dale enjoys his treat while Krizz Kaliko’s “I am Genius” sting plays.

Awards
  • • D&AD — Film — Yellow Pencil
Credits
BrandApple
ClientApple
Entrant CompanyApple Marcom
Advertising AgencyApple Marcom
Production CompanyO Positive
ShareXIN