Creativity

Kids Make Mind-Boggling Mischief in Apple's Education-Focused Ad

Mark Molloy directs latest exuberant film

By Ann-Christine Diaz. Published on Mar 27, 2018

Editor's Pick

On the heels of news that Apple is going head-to-head with Google in the education sector, the Cupertino giant debuts a jubilant film touting the benefits of its all-new iPad for students.

Directed by Smuggler's Mark Molloy, the ad follows a motley crew of typically lackadaisical kids who take on their school assignment--to study gravity--with surprising verve. They smash a watermelon off a bridge, leap from ramps and dangle themselves from the sky, while capturing it all and adding effects on their iPads, along with the Apple pencil.

All of it's set to the delightfully incongruous backdrop of ad veteran Mark Fenske reciting the poem "Homework! Oh, Homework!" by Jack Prelutsky: "Homework! Oh, homework! I hate you, you stink. I wish I could wash you away in the bathroom sink," he bemoans as the children exuberantly experiment.

Apple has been on a content-creating roll, have debuted at least three high-production films in the span of about a week, including a pair of films for the iPhone and a behnd-the-scenes look at its HomePod ad from Spike Jonze and FKA Twigs.

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Credits

Date
Mar 27, 2018
Client:
Apple

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