Ad Nut
Aug 2, 2019

Apple to China on creative exploration: 'What's the use?'

A new film promoting iPads jumps off from a commonly asked question about how students preparing for the Gaokao exam should spend their time.

A new film for Apple China by TBWA Media Arts Lab Shanghai, released on Youku, targets students who recently completed the higher education entrance exam known as the Gaokao.

It hinges on the question 'What's the use', which students often hear in relation to activities that don't directly align with the goal of passing the exam. Naturally, the story follows a student who, once the exam is over, conquers a monster representing rigid conformity and goes on to explore personal interests and creative endeavours, all with a trusty iPad in hand.

The film is set to the track “Control (控制)” by Chinese indie band Fazi (法兹乐队).

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

12 hours ago

Lalamove launches fast delivery campaign across ...

Lalamove wants to connect more with SMEs as they make up 90% of all business in these cities.

14 hours ago

How brands and agencies are celebrating Singapore ...

Agencies and retailers are marking the city-state's 55th birthday with a mix of fun, sales and community giveback.

14 hours ago

iQiyi to focus on driving product sales through ...

The Chinese video streamer is ramping up its offline activities like pop-up stores based on their original content.

16 hours ago

A rebranding of… the dental clinic

New work by VMLY&R Australia is an ambitious attempt to make trips to the dentist ‘fun’ and ‘hip’.