Fresh off New York Comic Con, Apple’s beloved Underdogs crew has found a convention more their speed: Container Con, a trade show dedicated to sustainable packaging.
The scrappy team of entrepreneurial coworkers returns in Apple’s latest in-house ad from Apple Marcom — and this time, they’re taking aim at Microsoft’s infamous “blue screen of death.”
During the group’s big moment at the event, a widespread system failure sends every screen in the convention center flashing blue—except for the Underdogs’ Macs, which continue running smoothly. The moment cleverly underscores Apple’s message: its integrated ecosystem of hardware, software, and services keeps users working securely, no matter what.
This marks the eighth chapter in Apple’s long-running Underdogs series, which blends humor, heart, and product storytelling. The campaign has been a critical and commercial success, with the 2022 installment winning the Cannes Lions Film Grand Prix.
Not every chapter has been smooth sailing, though. Last year’s Thailand-themed episode was pulled after criticism of its cultural depictions. Previous entries have followed the team as they pitch products, navigate remote work, quit their jobs, and stage a dramatic rescue mission across New York.
With its latest outing, the Underdogs remain what they’ve always been: sharp, resilient, and just a little bit chaotic — just like the creative process itself.
