Apple has rolled out a campaign to highlight its AI offering, 'Apple Intelligence,' a new feature on the recently released MacBook Pro.

The campaign, comprising two ad films, uses a deadpan humorous narrative to showcase AI’s practical applications, set against an office backdrop.

The first film (above), 'Change Your Tone', features an employee fuming over a colleague repeatedly stealing his pudding. In a fit of rage, he types an unfiltered, angry email. Using Apple Intelligence on his MacBook Pro, he transforms it into a polished and professional message. The film wraps up with the guilty colleague offering a peace pudding, and tempers cooling down.

The second film, 'Catch Up Quick', is set in a boardroom. When the manager asks if everyone has read the prospectus, Lance, one of the protagonists, fibs that he has, even though he hasn’t. As the manager asks him to present, Lance slowly drags his chair out of the room, uses Apple Intelligence to get a quick overview, and returns prepared to impress.

What we think about it: Nearly every tech company is rolling out AI offerings these days, so there wasn't much novelty in that regard. What truly stood out was the comedic timing and the delightfully cringe-worthy moments that had us laughing out loud. Especially in the first film, where the protagonist types a furious email, only for the camera to humorously pan to a teddy bear with a 'find your kindness' quote. It goes to show that humour can be an effective tool to get a consumer's attention and have a thumb-stopping moment.

The campaign was rolled out on YouTube on 4 November.