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By Sam Bradley, Journalist

July 25, 2023 | 2 min read

Latest ad in the tech brand’s ‘Underdogs’ series deploys Find My Friends as a key plot driver.

Apple’s latest computing ad makes a MacGuffin out of the MacBook Pro in a commercial emphasizing the machine’s privacy and security features.

After her MacBook is nabbed by two hopeless thieves, an office worker uses an arsenal of Apple tools, tracking apps and privacy features to take chase across town in pursuit of her stolen property. The eight-minute spot, ‘Swiped,’ is perhaps the first crime thriller to deploy Find My Friends as a key plot driver.

The brand based the ad upon survey research that suggested hybrid working would continue to grow into 2024 – meaning that security features will become more important to businesses choosing which hardware to buy. As such, the mini-thriller uses Touch ID, device tracking, encryption and cloud-stored passwords to move the story forwards.

The spot will appear in paid digital, social, TV channels and on Apple’s owned media channels.


Agency: Apple

Music: Original music by Hauschka

Production: Smuggler Los Angeles, The Lift CDMX

Editorial company: Work Editorial

Finishing: Glassworks VFX Amsterdam

Creative Creative Works Apple

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