Apple’s New Ad Celebrates Its Legendary Pizza Box

Damien McFerran 03/04/2019 – 9:00am

As well as its amazing tech, of course

Apple has produced some truly life-changing products during its time, including the iPod, iPhone, iPad and Apple Watch. All of these devices have had a real impact on the world of the tech, but the firm isn't strictly limited to creating amazing gadgets – it has also dabbled in the world of fast food (kinda).

You may (or may not) be aware that Apple has created a circular pizza box, which is used in its Caffè Macs outlets on its campuses in Silicon Valley. The idea is that the box removes the wasted space seen in a traditional square box, whilst keeping the pizza inside nice and mouth-watering. The box also allows Apple employees to take their lunch back to their desks with them without making a mess.

The box has actually been around for quite some time, but Apple is using it to highlight the usefulness of its technology in a new 3-minute advert called Apple at Work — The Underdogs.

In the commercial, a group of designers at an unnamed firm are thrown into disarray when they have to come up with a winning pizza box design in double-quick time. Through the power of Apple's range of devices (the iPad Pro, Apple Watch, Apple Pencil, MacBook and iPhone all get screen time) the team of 'underdogs' pull through, and the ad ends with them confidently attending that crucial meeting with their supervisor.

It's a slick piece of promotion that does an excellent job of showing off Apple's products 'speak' to one another and work together. At one point, the team's plans are covered in doodles as one of the member's kids accidentally draw all over the file that's being shared between them; elsewhere, the iPad Pro and Apple Pencil are used to show how easy it is to manipulate and draw ideas on a screen. The most endearing thing about the whole clip is that the people shown in it are literally underdogs; they're not overachievers with Hollywood faces and sports cars, but everyday people, just like you and me. We imagine the ad will sell quite a bit of tech, put it that way.

But it's the circular pizza box which seems to be grabbing the attention of a lot of people:

The box itself actually dates back quite far, as you can see here: