Apple continues its “Underdogs” series with a BSOD-focused ad

Apple has released a new instalment in its “Underdogs” series, depicting a fictional packaging trade show where a wave of Blue Screens of Death cripples Windows PCs — while the protagonists’ Macs, iPhones and iPads remain fully operational. The spot showcases Apple’s ecosystem, security features and how its devices can keep a small startup running during an IT meltdown.

Key points

• Premise: a trade-show outage knocks out competing Windows machines with BSODs; Apple devices used by the featured startup keep working.
• Focus: ecosystem synergy (Mac, iPhone, iPad, Apple Watch) and implied security advantages of macOS.
• Tone: humorous and promotional—positioning Macs as a reliable business choice.

Watch the ad on YouTube: Apple ‘Underdogs’ – BSOD ad

Further reading: 9to5Mac coverage

What do you think?

Did the ad convince you about the benefits of Apple’s ecosystem, or is it just marketing theatrics? Leave a comment below.