Apple has launched a social campaign in Japan built around “Doya,” local slang for a proud gesture, and the internet meme that grew from Mac owners publicly showing off their devices. The campaign, developed with TBWA\Media Arts Lab Tokyo, was created for the MacBook Neo, Apple’s entry-level laptop.
The phrase “Doya-ing a Mac” began as a playful stereotype poking fun at Mac owners’ habit of visibly displaying their laptops in public. Mac owners have since embraced the label, turning it into an aspirational meme summed up in lines like “Sorry, I’m at a cafe Doya-ing my Mac.”
Apple partnered with Zeropuri (AM0PRINCESS), a four-member creator group made up of Seshiru, momohaha, JESSICA, and Aimi Ouchi. The group had already referenced the “Mac Doya” trend in their own content prior to the partnership.
@am0princess MacBook Neo持ってるとドヤりたくなるのうちらだけ？w #Macドヤ #PR #Apple
The campaign began on August 16, when Zeropuri unboxed MacBook Neo units on camera and took them to a cafe to “Doya.” MacBook Neo, described as Apple’s most affordable laptop, is available in four colors: blush, citrus, indigo, and silver.
From the cafe, the group moved the moment to Harajuku, a Tokyo neighborhood associated with youth culture, before continuing the “Mac Doya” posts in parks, on beaches, in ramen lines, and in a series of unconventional settings, including inside a claw machine, framed as CCTV footage, and inside a phone booth. All content was posted to Zeropuri’s TikTok account.
@am0princess 待ち時間も有効活用w #Macドヤ #PR #Apple #MacBookNeo 特別な許可を得て撮影しています。
Credits
Agency: TBWA\Media Arts Lab Tokyo
Production Company: Y’s
Director: Takuya Setomitsu
Post-Production: HAKUHODO PRODUCTS
Music: Black Cat White Cat Music
