Apple highlights M4 MacBook Pro’s heavy duty performance in a new campaign

Days after its launch, Apple has released a new promotional film for the latest MacBook Pro, showcasing the improved performance of its M4 family of chips — M4, M4 Pro, and M4 Max. Directed by Megaforce, the film uses a weightlifter to symbolise the device’s ability to handle demanding workloads with ease. In a creative twist, the lifter, played by stunt performer Steven Shelby, spins and manoeuvres heavy weights effortlessly, much like a baton twirler. This symbolic display highlights the M4 chips’ power and efficiency in an engaging, visual way.

The production team brought in six-time world champion baton twirler Yvonne (Bonnie) Palacios to coach Shelby, while Hollywood choreographer Denna Thomsen added polish to his movements, emphasising both strength and finesse.

The film is set to Des’ree’s classic track, “You Gotta Be,” which marks its 30th anniversary this year. Olympic figure skater Johnny Weir narrates the spot with a touch of humour and warmth, following the lifter’s journey and underscoring the chip’s ability to handle intensive tasks with grace.

Premiering at Apple’s recent “MacBook Pro Announcement” event, the film showcases the MacBook Pro’s blend of power and portability.