China – Apple China, in partnership with TBWA\Media Arts Lab Shanghai, has unveiled a new Mac campaign aimed at the millions of students transitioning from high school to university following the Gaokao exams.
Titled ‘If you want it, Mac can do it with you’, the campaign features a short film that follows students navigating common campus challenges such as overcrowded dorms, competition for library seats, and strict curfews—presenting the Mac as a tool that supports academic life beyond coursework. The campaign captures the post-Gaokao moment of change for students entering a new phase of independence and learning.
In addition to the main film, three 15-second spots spotlight specific Mac features: fast performance for last-minute edits, long battery life to avoid the need for frequent charging, and iPhone Mirroring for accessing phone content from cramped dorm spaces.
The first, “Chip”, shows a student fine-tuning a presentation until the very last second. “Battery” highlights the convenience of all-day power while working across campus. “Connectivity” demonstrates Apple’s Continuity feature, enabling seamless interaction between iPhone and Mac.
