Apple Genius Spots

Apple has launched a series of new television commercials featuring an Apple Genius store assistant, aired during the opening ceremony for the 2012 Olympic Games in London. The Apple Genius, in the signature blue t-shirt, is called to help passengers on an airplane on final approach (Mayday), help a neighbour whose wife has just given birth (Labor Day), and sort out the guy behind him in the hotdog stand queue (Basically).

Apple Genius on Plane

An Apple Genius shows a fellow passenger how easy it is to make great home movies with iMovie. All before the tray tables are returned to their upright position. Click on the image below to play the MayDay video.

An Apple Genius shows a soon-to-be father all the amazing things he can make with iPhoto. Click on the image below to play the Labor Day video..

An Apple Genius points out there are a lot of things that separate a Mac from an ordinary computer, like great apps that come built in. Click on the image below to play the Basically video.

Apple Genius Credits

The Genius campaign was developed at TBWA\Media Arts Lab by chief creative officer Lee Clow, executive creative director Duncan Milner, creative director Eric Grunbaum, associate creative director/copywriter Jason Sperling, associate creative director/art director Scott Trattner, copywriter Alicia Dotter, agency senior producer Mike Refuerzo.

Filming was shot by director Phil Morrison via Epoch Films with director of photography Lawrence Sher, executive producer Jerry Solomon and producer Anita Wetterstedt.

Editor was Val Thrasher via Nomad with executive producer Gary Ward and online editor Brian Robinson. Colorist was Stefan Sonnenfeld at Company 3. VFX producer was Chris Noviello.

Sound was mixed by John Polen at Play. Music was composed by Mark Mothersbaugh at Mutato Muzika with executive producer Robert Miltenberg.