Warren, a weary office worker, struggles to draft an important email to his boss. His message is clumsy and loaded with awkward slang like “zhuzhing” and “big enchilada.” With a single tap of Apple Intelligence “Writing Tools” on his iPhone, the draft instantly transforms into a polished, professional email. His boss reads it and looks impressed. Warren, suddenly brimming with confidence, bursts into a triumphant dance to “I Am a Genius.” The spot ends with the tagline: “Write smarter.”
The Formula (That Works at Any Budget)
Painful truth = The anxiety of writing the perfect email.
The ad zeroes in on a moment everyone dreads: trying to sound professional under pressure.
→ Lesson: Start with a universal, everyday struggle to make your product indispensable.
Instant Transformation = The one-tap rewrite.
The cringe-worthy draft instantly becomes polished and effective. It’s a quick, satisfying before-and-after.
→ Lesson: Show value with an immediate, dramatic transformation.
Emotional payoff = From slouch to “genius.”
The real hook isn’t the email—it’s Warren’s boost in confidence. A boring worker becomes the hero of his own story.
→ Lesson: Sell the feeling, not just the feature.
Humor Breakdown
The comedy comes from Warren’s awkwardness and the absurdity of his slang-ridden draft. The surreal dance sequence is the punchline, an exaggerated release of joy that makes the moment feel big, even though it’s just one email. The humor works because it’s rooted in something painfully familiar: second-guessing yourself before hitting “send.”
Final Verdict
Apple nails the pitch by focusing on one relatable, high-stakes task and the emotional transformation that comes from solving it. Instead of selling AI as abstract tech, the ad makes it feel like a personal superpower for everyday workers. It’s funny, stylish, and instantly communicates why “Writing Tools” matter.
BRAVE-o-meter Score
B-7 | R-10 | A-8 | V-8 | E-9
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: Apple Official Site
LinkedIn: Apple on LinkedIn
