If you consider building brand awareness and loyalty, developing customer relationships, and influencing audiences to buy products is simply fluff, then I think this is very campaign is very compelling fluff. These ads are all “fluff” that tugs at heartstrings, like the blind photographer whose work is featured in the Smithsonian’s permanent collection, the app developer who is making transportation in Rwanda safer, the popular singer/songwriter who struggles with mental illness, and more.
If it wasn’t for the Apple logo “behind the Mac,” you wouldn’t know why the struggling faces and the crowd of kids gathered around the laptop ended up smiling. But everyone knows what the Apple logo is, and here, it lets you know that if you try hard and stick with it, you can do something wonderful with a Mac.
It’s technology + passion + dedication, and IMHO, it’s brilliant.