Apple Returns with New ‘The Underdogs’ Ad, Playfully Jabbing at Microsoft

Apple has revived its “The Underdogs” web series with a new episode that cleverly leverages a real-world tech disaster to highlight the reliability of its Macs. After a year-long hiatus following a controversy over its portrayal of Thailand, the company’s latest ad takes a clear and playful shot at its longtime rival, Microsoft.

From Controversy to Comeback

The return of the series marks a strategic pivot for Apple. The previous “Underdogs” campaign was pulled after facing significant backlash for its misrepresentation of Thai culture, leading to a public apology from the tech giant. This new installment shifts the narrative from a cultural misstep to a classic tech rivalry, allowing Apple to return to its roots of contrasting its products with PCs.

The Plot: A Nod to the Great 2024 Outage

The eight-minute ad is centered around the real-life CrowdStrike outage of 2024, which caused a global “Blue Screen of Death” (BSOD) for millions of Windows PCs, crippling businesses, airports, and broadcasts.

In the ad, the Underdogs team is at a crucial trade show when the global PC crash occurs. As chaos ensues and other exhibitors’ Windows-based systems fail, the Underdogs’ operations continue uninterrupted because they use Apple Macs. The ad serves as a direct contrast between the perceived instability of Windows and the reliability of the Apple ecosystem.

Showcasing the Apple Ecosystem

Beyond the core narrative, the ad functions as a seamless showcase for Apple’s integrated ecosystem. It highlights key features such as:

Unlocking a Mac with an Apple Watch.
Instantly sharing files between devices using AirDrop.
The power and versatility of the M4 Pro Mac mini, which is shown to effortlessly run multiple displays for a competitor’s booth.

A Calculated Marketing Move

By anchoring the ad in a recent, widely experienced event, Apple makes its value proposition highly relatable. The message is clear: for business continuity and seamless collaboration, Macs provide a dependable foundation that Windows cannot match.

This new chapter for “The Underdogs” demonstrates Apple’s intent to once again position its products as the superior choice for professionals and entrepreneurs, all while leveraging a friendly, if pointed, jab at its oldest competitor.