Following the massive success of the previous two Underdogs films, the brand wanted to bring back the loveable office crew, to once again strike a cultural chord. As the previous films in the series have done, the objective was to create a film that was extremely relevant to the current times. In this case, working from home and small businesses was the primary focus.

Following the lockdown edition of the film, the director and brand set out to create a film that captured the nuances and frustrations of working from home.

Using the Underdogs as the core, the goal was to create a chaotic and compelling film. Escaping their evil boss Vivienne, the Underdogs step into the world of small business and spin an idea into a product, and a product into a company. It’s a journey fraught with email and conference calls and birthday cakes and ballet recitals. Hires from halfway around the world, and a 14-year-old that just might take over the world. And a garage with an odor that — well, you get the picture.

Thanks to Mac, iPhone, iPad, Apple Watch, Apple Business Essentials, and a suite of business apps, the team manages to find its footing. Because when you stick together — and your devices work together — you’ll always find a way, in the office or not.

We know what you’re thinking. We thought it, too. Who makes a 9-minute ad in 2022? Well, when you’re building a brand platform that speaks to the entirety of how we work, it’s exactly what you do.

The long-form film ran on YouTube and Apple.com. We also created a suite of 15-second shorts, display, and search ads for YouTube, LinkedIn, Twitter, and Reddit to reach the rabid following we’ve built in the business community and beyond. Not only we triple the average view length as compared to the previous film — but that previous film notched another million+ views, as new fans went back to experience the Underdogs trilogy in full.

The film went live on YouTube and Apple.com on March 10, 2022. Paid media support launched at the same time and ends on April 25, 2022.

The Underdogs once again have struck a cultural chord, this time with small businesses. It garnered over 30M views during the first month with an eye-popping average view time of over 3 minutes per watch, proving that viewers were highly engaged with the story. Small business owners on Twitter and Reddit expressed how “the underdogs now represent us so well” and how “it feels so close to home”.

The campaign also increased our website traffic by 353% showing that our audience were intrigued to see more. Plus, our sales leads during the first month increased by 212%. This campaign not only successfully made small business owners aware of our product offerings, it also convinced them to consider Apple as they build out their business.