That was the challenge for CDW. They needed to shift business buyer perceptions holding back Apple adoption, specifically around cost, security, and Microsoft compatibility.

The Thinking

To create a clear, engaging story built around emotional resonance and messaging simplicity. In this case, humour and direct address played a vital role—think Fleabag's cheeky intimacy paired with a comic actor's natural charisma.

It was entertaining on purpose because in a sea of generic content it has to stand out.

The Outcome

The short film became a sales tool picked up instantly across CDW and even got a rare 'no edits needed' from Apple. CDW's Associate Marketing Manager:

"Thank you for your creativity. I am very happy to say this has been approved with zero amends from Apple!, Everyone is very happy with it"