CleanMyEx

New CleanMyMac Ad Campaign Reads Like an Ode to a Healthy Break-Up. What’s the hook?

Let’s be real—how often do we keep things we don’t need “just in case”? CleanMyMac, the Mac optimization app by MacPaw, is making waves with its biggest update in six years, rolling out alongside the refreshingly liberating “CleanMyEx” advertising campaign. Created by the HyperNormal agency, CleanMyEx plays on the universal tendency to hold on to what’s outdated, highlighting the ways digital clutter can weigh us down. 

The campaign centers on a relatable insight: 
"Having your computer cluttered is like having an apartment full of your ex's stuff you just can't bring yourself to toss."

Files from old projects, photos from past interests, and random downloads all stack up, turning your computer into a messy reminder of digital baggage. CleanMyMac is here to help us start fresh, encouraging users to ditch what they don’t need and make room for something new. It’s not just about a faster Mac—it’s about a cleaner headspace.

Tidy up your Mac and, in the process, your life.