How do you overcome market misconceptions that are actively blocking sales?
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 Idea
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"
