Apple’s latest “Behind the Mac” commercial released on YouTube features Macbooks within popular Anime shows.
The video compiles scenes from prominent anime shows including, Mr. Osomatsu, The Wonderland, Your Name, Gridman, New Game! and The Wonderland Weathering With You, as well as others. In the background, a song by Yoshiho Nakamura called “I am Shujinko” is played over muted anime scenes, synchronizing the videos derived from different shows.
The 30-second video depicts anime characters sitting behind a Macbook or using laptops that resemble the laptop’s exterior, with seamless silver lines and black keyboards. The focus on the Apple’s recognizable design serves as a demonstration of the MacBook’s universality.
The scenes reveal the utilization of Apple devices in a variety of domains, varying from music production, entertainment, education and work.
Highlighting scenes where the characters are fully engaged with their devices draws a connection between the storyline and the device, which simultaneously allows viewers to draw a connection between the two. The connection between the amine characters personal stories and their use of Apple devices in the process of creating it, indirectly promotes the use of apple devices.
Displaying the enumerated use of Apple devices through Anime characters portrays the brand’s pervasiveness within the creative industry and advertises the brand’s myriad productivity and creative features.