It has been quite some time since Apple last took a direct jab at Microsoft’s Windows security record, but the company has now returned to that familiar territory with unmistakable style. The iPhone manufacturer has unveiled a bold new advertisement—an unusually long eight‑minute piece—that delivers a humorous yet pointed critique of Windows by referencing one of its most notorious technical meltdowns in recent memory. The video playfully reimagines the disruption caused by the CrowdStrike‑related Blue Screen of Death (BSOD) incident that temporarily incapacitated millions of Windows devices worldwide just the previous year, transforming a serious industry‑wide failure into a clever piece of brand messaging.
At the heart of Apple’s new ad is the series “The Underdogs,” which follows the fictional employees of a small company constantly striving to make their mark in a competitive business landscape. In this latest installment, the group is seen preparing to attend an important trade show where they hope to pitch their ideas to potential clients. The smooth and energetic rhythm of their preparations suddenly brakes when a catastrophic PC malfunction occurs—machines across the convention floor begin to crash simultaneously, each blanketed by the dreaded Blue Screen of Death. The scene quickly devolves into chaos, echoing the real‑world turmoil that erupted when the CrowdStrike software update rendered countless PCs inoperable. Through subtle visual cues and satirical exaggeration, the storyline makes it abundantly clear that Apple is referencing and lampooning that exact technological fiasco.
To remove any lingering ambiguity, an IT specialist character appears midway through the advertisement and begins explaining the technical underpinnings of the issue. Speaking with deliberate authority, he elaborates that kernel‑level functionality represents the deepest and most powerful layer of an operating system, the very component that maintains unrestricted access to hardware resources and system memory. The dialogue alludes to the fact that CrowdStrike’s Falcon security platform operates precisely within this sensitive kernel environment. When a faulty update was deployed the previous year, it triggered widespread instability, leading to system crashes affecting organizations across multiple industries—from banks and airlines to television broadcasters and other critical infrastructures. Apple’s creative team turns this reality into narrative fuel, blending humor with technical specificity to remind viewers that complexity, when mishandled, can lead to catastrophic downtime on Windows machines.
The security‑savvy Apple character, an in‑house expert named Sam, crystallizes the company’s position in a concise yet penetrating remark. He states that while endpoint security interfaces can interact with kernel‑level functions, they are not, by default, granted complete kernel‑level access—a subtle but vital distinction. He further explains that macOS protects its core, or kernel, from unauthorized modification, whether from third‑party programs or from malicious code. In other words, Apple’s system architecture is designed to prevent the very kind of vulnerability that caused the Windows breakdown. With a barely concealed grin, Sam concludes that this catastrophic failure is “a PC problem,” implying that users of Apple’s hardware need not share that worry because “your Macs are secure.” The exchange serves as both exposition and punchline, reinforcing the commercial’s central message of superior system stability.
Unsurprisingly, the ad’s climactic solution aligns perfectly with Apple’s long‑standing promotional narrative: the answer to PC unreliability is to switch to the Mac. As chaos unfolds around them, the Underdogs continue to operate smoothly on their MacBooks, proceeding with their business agenda while competitors flounder. The film culminates in a visual metaphor of technological triumph, as attendees—desperate for functioning devices—begin adopting Mac Minis en masse. The contrast between frozen Windows screens and the steady glow of Apple devices illustrates not just product reliability but also Apple’s mastery of using storytelling to emphasize practical advantages.
This latest campaign also fits neatly into Apple’s enduring tradition of portraying itself as the safer, more user‑friendly alternative to Windows. Nearly two decades ago, the company launched the legendary “Get a Mac” television series, a set of short advertisements that charmingly personified Mac and PC as contrasting characters. One memorable thirty‑second spot depicted the “I’m a PC” persona sneezing to symbolize his susceptibility to computer viruses, while the relaxed “I’m a Mac” figure remained unaffected. That cultural moment helped define Apple’s identity as the antidote to Windows’ perceived fragility. Over the years, actor Justin Long, the original face of “I’m a Mac,” briefly shifted allegiances to participate in a series of Intel and Qualcomm ads praising PCs and ribbing macOS for its notifications and alert pop‑ups. Now, however, Apple’s newest project reasserts its control of the narrative, blending wit, nostalgia, and contemporary relevance. The recurring use of humor and relatable frustration continues to highlight the brand’s confidence and its instinct for transforming technological incidents—even ones belonging to competitors—into creative and persuasive marketing gold.
Sourse: https://www.theverge.com/news/794185/apple-bsod-crowdstrike-windows-pc-ad-commercial
