HELSINKI, FINLAND – The latest CleanMyMac campaign places Macs in life-or-death situations. Two ads laced with dark humour and impending computer rage, created by TBWA\Helsinki, portray an agent discovering a bomb, and a group of aerospace specialists on a mission to save the Earth.
The campaign was built on a key market insight: CleanMyMac was positioned as a category leader but the entire category lacked relevance at the consumer end.
“Because the Mac is such an outstanding computer, its users held a general belief that it requires no additional maintenance software. But even the greatest computer might need a little help from time to time. This is where CleanMyMac steps in, clearing unnecessary junk and speeding up slow Macs. We found that demonstrating this would be the best way to build trust between us and the consumer,” says Halyna Kuzmovych, Brand Manager at CleanMyMac.
The two films were written to dramatize key product benefits in extreme contexts, ushering audiences to ‘Make sure you can trust your Mac’. The creative partner behind the idea is TBWA\Helsinki.
“We trust our computers to solve any given problem at command. But what would happen, if our trusted Macs failed us at the worst possible moment? Imagining the worst case scenario is always fun, because the characters are extremely relatable. We’re all lazy until it bites us in the backside,” says Emma Kanninen, Copywriter at TBWA\Helsinki
The films were directed by Nalle Sjöblad, and produced by Mjölk.
Watch “The Blue Wire” ad here.
Watch “The Meteorite” ad here.
CREDITS
Agency: TBWA\Helsinki
Marco Mäkinen, Executive Vice President
Jyrki Poutanen, Chief Creative Officer
Erno Reinikainen, Executive Creative Director
Annika Baidin, Account Director
Maija Naumanen, Account Manager
Ville Ohtonen, Creative Director
Nelli Immonen, Art Director
Emma Kanninen, Copywriter
Teemu Lappalainen, Senior Creative
Tommi Selander, Graphic Designer
Miika Luoma, Director, Media & Audiences
Ville Ruokonen, Planner
Production: Mjölk
Frej Karlson, Producer
Nalle Sjöblad, Director
Max Smeds, DOP
Editor: Aleksi Raij
Sound Design: Akseli Soini
Petri Falkenberg, Color grading
Client: CleanMyMac
Halyna Kuzmovych, Brand Marketing Manager
Marina Lisnyakovskaya, Product Marketing Manager
Ivan Kuziv, Chief Marketing Officer
Aleksandr Pronsky, Design Lead
