Apple uses claymation for new Mac mini advertisement

Apple has released a new advertisement for its Mac mini computer, featuring a stop-motion claymation style. The ad depicts the Mac mini transforming into various characters, including a bodybuilder, a race car, and a rocket ship, all physically crafted from clay.

The commercial, developed by Apple's dedicated agency TBWA\Media Arts Lab, introduces the new Mac mini powered by Apple's M6 chip. This chip is designed to significantly enhance storage, graphics, and AI performance. The ad has achieved substantial online viewership, with its behind-the-scenes content garnering 188 million views on Instagram.

To visually represent the Mac mini's small form factor and potent capabilities, the creative team opted for physical clay characters with expressive personalities. Notably, no CGI or AI was used in the animation process; all elements were hand-sculpted and animated frame by frame using stop-motion techniques. The production, which took nine weeks, emphasized practical effects and manual craftsmanship.

This approach aligns with Apple's recent marketing strategy, which increasingly showcases human craft and tangible elements in its advertising, contrasting with the rise of AI-generated content. The Mac mini ad blends this handcrafted aesthetic with a more dynamic brand personality, resonating with audiences, as evidenced by positive comments on social media.