Spot-on Apple spoof from Wieden + Kennedy for American gum brand

If the sign of any good spoof is its ability to create uncertainty then this new spot for Mintacular is spot-on. So well-observed is Wieden + Kennedy’s piece that for quite a while I was not entirely sure if it even was a spoof, until things started to unravel. Clearly a fond homage to Apple’s advertising, the job titles are brilliant and there’s an excellent line in David Brent style apparently-impressive but utterly meaningless or trite sound-bites – “From the moment you pick it up you instinctively know how to use it,” is a particular favourite. Very nicely done.