Some big Mac problems

A new campaign from CleanMyMac places Macs in life-or-death situations with two ads laced with dark humour and impending computer rage.

Created by TBWA\Helsinki and directed by Nalle Sjoblad through Mjolk Helsinki, The Blue Wire [above] and The Meteorite [below] feature, respectively, an agent discovering a bomb and a group of aerospace specialists on a mission to save Earth.

When computer help is needed in both situations the Mac operators in question struggle to be of use because of the amount of files and programmes they already have installed on their machines. The campaign was built on the key market insight that while CleanMyMac was positioned as a category leader, 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," said Halyna Kuzmovych, Brand Manager at CleanMyMac. "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 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?" added Emma Kanninen, Copywriter at TBWA\Helsinki. "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,”