Apple skips pricey Super Bowl ad, pays homage to 30 years of Mac via online movie shot using iPhones
Despite rumors to the contrary, Apple on Sunday chose not to plunk down millions in order to commemorate the 30th Anniversary of the Mac during this year's Super Bowl, and instead released a short movie online that it composed entirely with its own consumer products.
Update: Apple has posted a "behind the scenes" video highlighting the effort taken to coordinate a full day's worth of filmmaking in 15 locations across five continents. The video is embedded at the bottom of this page.
The 90-second clip, which is now live on the company's website and shareable via YouTube, was composed in secret on the January 24th, the actual day the Mac turned 30. Representatives from Apple used only iPhones to film scenes in 10 different countries spread over 5 continents during a 36 hour period, and then cut and edited the clips exclusively on Macs.
"Thirty years ago Macintosh promised to put technology in the hands of the people," the movie begins. "To celebrate Mac's birthday, this film was shot around the world in one day, entirely on iPhone. Here's to the next thirty."
In the scenes that follow over the next 85 seconds, Apple shows how that promise has been upheld and extended to empower parents, students, and professionals across a variety of industries from education, robotics and archeology, to fashion and the arts.
Its debut exclusively through online outlets also underscores the dramatic shift in the Cupertino-based company's marketing approach over the past 30 years since it first introduced the Mac to the world via the then controversial -- but now legendary -- "1984" Super Bowl ad.
In the week leading up to Sunday's big game, there was slight chatter around the possibility of Apple marking a return to the Super Bowl after Lee Clow, the chairman of Apple's longtime ad agency TBWA\Worldwide, issued a cryptic tweet that appeared to hint in that direction.
As it turns out, Clow was among the first phone calls at the beginning of the project, according to Apple's detailed account of the movie's production. It was directed by Jake Scott, son of the legendary director Ridley Scott who took the reigns behind Apple's original "1984" spot, and edited by Angus Wall.
Because so much footage had to be edited so quickly, Wall employed a team of 21 editors to piece the story together with the direction of Scott, who transformed a sound stage in Los Angeles into a command center.
"He equipped it with an arsenal of Apple products including iMac, Mac Pro, and iPad, along with large projection displays positioned around the room," Apple said. "From there he was able to watch every scene as it was shot, and direct all the action remotely via FaceTime."
Apple said that many involved in the production of the movie believe this innovative approach to a multilocation shoot will inevitably be adopted by other filmmakers going forward.
Behind the scenes:
Update: Apple has posted a "behind the scenes" video highlighting the effort taken to coordinate a full day's worth of filmmaking in 15 locations across five continents. The video is embedded at the bottom of this page.
The 90-second clip, which is now live on the company's website and shareable via YouTube, was composed in secret on the January 24th, the actual day the Mac turned 30. Representatives from Apple used only iPhones to film scenes in 10 different countries spread over 5 continents during a 36 hour period, and then cut and edited the clips exclusively on Macs.
"Thirty years ago Macintosh promised to put technology in the hands of the people," the movie begins. "To celebrate Mac's birthday, this film was shot around the world in one day, entirely on iPhone. Here's to the next thirty."
In the scenes that follow over the next 85 seconds, Apple shows how that promise has been upheld and extended to empower parents, students, and professionals across a variety of industries from education, robotics and archeology, to fashion and the arts.
Its debut exclusively through online outlets also underscores the dramatic shift in the Cupertino-based company's marketing approach over the past 30 years since it first introduced the Mac to the world via the then controversial -- but now legendary -- "1984" Super Bowl ad.
In the week leading up to Sunday's big game, there was slight chatter around the possibility of Apple marking a return to the Super Bowl after Lee Clow, the chairman of Apple's longtime ad agency TBWA\Worldwide, issued a cryptic tweet that appeared to hint in that direction.
As it turns out, Clow was among the first phone calls at the beginning of the project, according to Apple's detailed account of the movie's production. It was directed by Jake Scott, son of the legendary director Ridley Scott who took the reigns behind Apple's original "1984" spot, and edited by Angus Wall.
Because so much footage had to be edited so quickly, Wall employed a team of 21 editors to piece the story together with the direction of Scott, who transformed a sound stage in Los Angeles into a command center.
"He equipped it with an arsenal of Apple products including iMac, Mac Pro, and iPad, along with large projection displays positioned around the room," Apple said. "From there he was able to watch every scene as it was shot, and direct all the action remotely via FaceTime."
Apple said that many involved in the production of the movie believe this innovative approach to a multilocation shoot will inevitably be adopted by other filmmakers going forward.
Behind the scenes:
Comments
The one you embedded, with Mac celebrities, was already on apple.com.
Here's the YouTube URL for the "1.24.14" movie:
Enjoyed the video, very nice thanks Apple.
Why do people always think Apple is going to run a Superbowl Ad? As much as some like the ads, they really don't do much. How many of the ads do you remember from last night? How many do you remember from last year? I think its a waste of money and Apple was right not to run an ad.
Why do people always think Apple is going to run a Superbowl Ad? As much as some like the ads, they really don't do much. How many of the ads do you remember from last night? How many do you remember from last year? I think its a waste of money and Apple was right not to run an ad.
The ads last night were the absolute dullest I can remember in a Super Bowl.
The Dylan/Chrysler ad was the exception.
You left the sarcasm tag off.
Boring.
The ads last night were the absolute dullest I can remember in a Super Bowl.
The Dylan/Chrysler ad was the exception.
Chrysler has a great marketing team. For the past few years they've always ran amazing and inspiring ads.
Still though, I really don't see the point in running a $3 million ad for one night. Its a waste of money.
And, if Steve were alive, he would have jumped at a chance to rekindle that 1984 magic (even at the steep price of a Super Bowl Ad). Just goes to show you, this new Apple isn't going in the direction that Steve would have envisioned.
Like he did in 2009, 2004, 1999, etc.?
And, if Steve were alive, he would have jumped at a chance to rekindle that 1984 magic (even at the steep price of a Super Bowl Ad). Just goes to show you, this new Apple isn't going in the direction that Steve would have envisioned.
Stop with if Steve we alive shit. Nobody knows what Steve would have done. You don't, I don't, nobody does. Steve isn't here anymore...get over it.
And, if Steve were alive, he would have jumped at a chance to rekindle that 1984 magic (even at the steep price of a Super Bowl Ad). Just goes to show you, this new Apple isn't going in the direction that Steve would have envisioned.
"If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you've done and whoever you were and throw them away." -- Steve Jobs
Apple already revisited the 1984 commercial in 2004 when they edited an iPod onto the runner. Going back to it again would have looked like they were running our of original ideas... and we know that's not true.
Apple better not be wasting money on Super Bowl ads. They should be returning that money to shareholders.
You have been busy trying to drive the stock price down with your FUD for months. YOU should be returning money to shareholders.
It's the 30th anniversary of technology for the people, not so much of the Mac, but what it represents. Mythic thinking vs. your literal thinking.
The background story about the FaceTime-enabled shooting and the Mac-centric editing is typical Apple, extracting the meaning of the ad and making it do double duty.
/s
Just sell your stock and shut up about Apple giving you money.
Does anyone know what brand of iPhone holder the videographer used in the photo above? Hopefully it costs less than the great stuff at Zacuto.