Apple's M4 Chip Empowers Weightlifter in New Spot

Apple just launched its latest spot touting the state-of-the-art M4 chip and new MacBook Pro, flexing serious muscle. 

Created in collaboration with TBWA\Media Arts Lab Los Angeles under the creative directive of MEGAFORCE, the short film "No Sweat" follows a weightlifter as he busts moves in a weightlifting competition.

The contestant, representing the M4 chip, aims to show that the tech giant's innovation is powerful enough to handle the most demanding of workloads. 

In a bid to create a striking ad, the weightlifter was trained by six-time world baton champ Yvonne “Bonnie” Palacios, brought to life with choreography by Hollywood’s own Denna Thomsen.

Today we’re elevating the new MacBook Pro to transform how users work, communicate, and express themselves, thanks to Apple Intelligence, incredible performance with Apple silicon, and up to 24 hours of battery life. pic.twitter.com/KxAKNbYtBr

— Tim Cook (@tim_cook) October 30, 2024

Narrated by Olympic figure skating legend Johnny Weir, the commercial recently debuted during the tech giant's "Macbook Pro Announcement" event and will stretch across digital platforms, broadcast, and social media.

Apple's tried-and-tested brand marketing strategy yet again captivates viewers and builds intrigue towards their products.

The Power of the M4

Set to the sounds of Des'ree's "You Gotta Be," the advert kickstarts with the weightlifter entering the contest grounds, donning his M4 chip uniform. 

"And here again with the very svelte, very formidable favorite," the narrator declares, as the man chalks his hands. 

New ad from Apple: M4 chip | No Sweat pic.twitter.com/S0qiLPMQOI

— Aaron (@aaronp613) October 30, 2024

The weightlighter then performs a squat snatch before he goes on a tangent and starts to twirl the barbell around with his hands and over his head. 

Shocking the judges, he then performs backflips, lets the barbell roll over his neck, tosses it in mid-air, carries the judges' table, and catches the barbell. 

With the barbell now fully stacked with plates, the weightlifter performs one final thrust, carrying the entire thing with his fist, then just his pinky. 

The whole crowd roars, as the spot ends with a shot of the new Macbook. 

Previously, Apple teamed up with "Last of Us" actress Bella Ramsey for a series of spots touting Apple Intelligence.