Apple Launches MacBook Air With New Soul

Apple has launched the MacBook Air at the MacWorld Expo and online at The new laptop is thin, measured in a wedge from 0.76 inches to 0.16 inches. The TV ad for the the MacBook Air features the theme introduced by Steve Jobs in his keynote address, removing the new notebook from an inter-office mail envelope…

MacBook Air taken out of an envelope in tv ad

Click on the image below to play the video.


The MacBook Air ad was developed at TBWA\Media Arts Lab by chief creative officer Lee Clow, executive creative directors Duncan Milner and Eric Grunbaum, associate creative director/art director Alain Briere, senior copywriter Krista Wicklund, art director Demian Oliveira, agency producers Mike Refuerzo and Perrin Rausch.

Filming was shot by directors Mark Coppos and Virginia Lee at Green Dot Films, with director of photography Rob Doumitt, editor Lucas Eskin at Mad River Post, with post production done by Gavin Miljkovich and Stefan Sonnenfeld at Company 3.

Music is “New Soul” by Israeli singer Yael Naim.

Lyrics for New Soul

I’m a new soul
I came to this strange world hoping
I could learn a bit about how to give and take.
But since I came here felt the joy and the fear
finding myself making every possible mistake

La la la la la la la la…

I’m a young soul in this very strange world
hoping I could learn a bit about what is true and fake.
But why all this hate?
Try to communicate finding just that love is not always easy to make.

La la la la la la la la…

This is a happy end
cause’ you don’t understand everything you have done
why’s everything so wrong?
this is a happy end
come and give me your hand I’ll take you far away.


La la la la la la la la…