“Blue Shirts” Get To Show Off Their Superpowers in New Apple Genius Ad Campaign.

Apple has launched a new campaign featuring the “Blue Shirts”—the iconic helpful geeks known as “Apple Genius’” who work at the Apple Stores. 

Not unlike how Best Buy’s “Geek Squad” have been personified and elevated to Super Geek status in ads, this campaign features a young Apple Genius coming to the rescue in three outlandish situations: an airplane on final approach, a hotdog stand and an apartment where his neighbor's wife has just given birth. The Genius gets to showcase his knowledge of a wide swath of Apple software products—including iMovie, iPhoto, Keynote and even the iOS Cards app.

The campaign was launched during the broadcast of the 2012 Olympic Games in London's opening ceremonies.

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