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Apple “Election” 2023

Apple “Election” (2023) is an Apple commercial directed by Sam Pilling for TBWA\Media Arts Lab. It won one award: British Arrows 2023 Silver — Digital Services, Electronics, Computer Games & Toys.

Two high school students, Emma and Max, compete in a class president election, using their iPads to create campaign materials and rally support, culminating in a surprising victory for a third candidate.

Video: Sam Pilling on Vimeo

Shot by shot

  1. A diverse group of high school students walk and gather in a concrete courtyard outside a modern school building during the day.© Apple0:00
  2. A person's hand opens a white iPad Air box, revealing the device inside, in a dimly lit interior.© Apple0:13
  3. A person holds an iPad displaying a "VOTE! EMMA" election poster, then an AirDrop notification for "MAX" appears, in a school hallway.© Apple0:23
  4. A male student in a yellow shirt walks past tables in a busy school cafeteria, pointing towards a female student using a tablet.© Apple0:33
  5. A young Black man in a yellow beanie and light blue hoodie looks intently at a pink iPad he holds in his hands, outdoors during the day.© Apple0:38
  6. A person holds an iPad, displaying a video call with two young women laughing, while sitting on a bus.© Apple0:44
  7. A young woman with short brown hair and a backpack walks through a crowded school hallway, turning her head to the side.© Apple0:53
  8. A diverse group of high school students sits at wooden desks in a classroom, looking towards the front with varied expressions.© Apple1:02
  9. A young woman walks through a library aisle, passing students studying at a table, with sunlight streaming in from a window.© Apple1:14
  10. A young female student with a bob haircut sits at a desk with an iPad, looking to her right in a library.© Apple1:22
  11. A young Black man in a pink plaid shirt kneels on a wooden floor, surrounded by colorful papers, working on an art project in a sunlit, cluttered room.© Apple1:32
  12. A student's hand drops a ballot into a homemade "VOTE" box on a table, surrounded by other students in a school hallway.© Apple1:36

Stills © Apple. Made by TBWA\Media Arts Lab and Sam Pilling.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A high school election campaign powered by iPad creativity, leading to an unexpected winner.

Tagline: “Your next computer is not a computer. iPad Air.”

underdog storyrivalrycreative competitionunexpected twistschool electiondigital art

The cut

Length
120 s
Shots
103
Average shot
1.2 s

What creatives use Apple “Election” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Election”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A diverse group of high school students walk and gather in a concrete courtyard outside a modern school building during the day.© AppleA person's hand opens a white iPad Air box, revealing the device inside, in a dimly lit interior.© AppleA person holds an iPad displaying a "VOTE! EMMA" election poster, then an AirDrop notification for "MAX" appears, in a school hallway.© AppleA male student in a yellow shirt walks past tables in a busy school cafeteria, pointing towards a female student using a tablet.© Apple
    Frames from Apple “Election”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “Election” in order, with its length, framing and what happens in it.

    A diverse group of high school students walk and gather in a concrete courtyard outside a modern school building during the day.© AppleA person's hand opens a white iPad Air box, revealing the device inside, in a dimly lit interior.© AppleA person holds an iPad displaying a "VOTE! EMMA" election poster, then an AirDrop notification for "MAX" appears, in a school hallway.© AppleA male student in a yellow shirt walks past tables in a busy school cafeteria, pointing towards a female student using a tablet.© AppleA young Black man in a yellow beanie and light blue hoodie looks intently at a pink iPad he holds in his hands, outdoors during the day.© AppleA person holds an iPad, displaying a video call with two young women laughing, while sitting on a bus.© Apple
    Length: 120 s · Shots: 103 · Average shot: 1.2 s

  3. 03Ad ideas: every spot built on a underdog story

    Before you present an idea, you need to know who has done it, and how.

    Apple “Election” is built on a underdog story. Search the library by idea to see every spot that uses it.

    Chrysler “Born of Fire”© ChryslerGatorade “Replay”© GatoradeEpuron / German Ministry for the Environment “Power Of Wind”© Epuron / German Ministry for the EnvironmentPeugeot “The Sculptor”© Peugeot
    Chrysler · Gatorade · Epuron / German Ministry for the Environment · Peugeot

More commercials by Sam Pilling

More from TBWA\Media Arts Lab

  • Apple "A Critter Carol" (2026) commercial still© AppleApple “A Critter Carol” 2026Dir. Mark Molloy · TBWA\Media Arts LabANDY Awards Gold 2026
  • Sandy Hook Promise "Back-To-School Essentials" (2019) commercial still© Sandy Hook PromiseSandy Hook Promise “Back-To-School Essentials” 2019Dir. Henry-Alex Rubin · TBWA\Media Arts LabEmmy (Outstanding Commercial) 2020
  • Apple Music "History of Sound" (2016) commercial still© Apple MusicApple Music “History of Sound” 2016Dir. John Hillcoat · TBWA\Media Arts LabThe One Show Gold 2016
  • Apple iPhone "There's an App for That" (2010) commercial still© Apple iPhoneApple iPhone “There's an App for That” 2010TBWA\Media Arts LabEffie Awards Gold 2010
  • iPhone "El lazo de Petra" (2025) commercial still© iPhoneiPhone “El lazo de Petra” 2025Dir. Gigi Saul Guerrero · TBWA\Media Arts LabEl Ojo de Iberoamérica Bronze 2025
  • Apple, Inc. "AirPods Pro—Snap" (2021) commercial still© Apple, Inc.Apple, Inc. “AirPods Pro—Snap” 2021TBWA\Media Arts LabThe One Show Bronze 2021

Award-winning tech commercials

Questions

Who directed the Apple “Election” commercial?

Sam Pilling directed it, for the agency TBWA\Media Arts Lab.

Which agency made Apple “Election”?

TBWA\Media Arts Lab created it for Apple (2023).

What awards did Apple “Election” win?

1 awards, including British Arrows 2023 Silver — Digital Services, Electronics, Computer Games & Toys.

What is the tagline of Apple “Election”?

“Your next computer is not a computer. iPad Air.”

Sources for the credits and awards

britisharrows.com