With the Macintosh turning 30 in January, it wasn’t too far-fetched to think that Apple, which launched its desktop computer with one of the most famous SuperBowl ads of all time, might use game day to pay homage to the machine.
Apple didn’t air an ad during yesterday’s game, but it did in fact come up with new commercial to honor the Mac — and it was considering playing the ad during the SuperBowl, according to Adweek, citing sources.
Apple posted the ad on its YouTube channel this morning, calling it “A story 30 days and one year in the making.” It also posted a behind-the-scenes, making of the ad video. The minute-and-a-half long commercial was filmed in one day — Jan. 24, which is 30 years after the Mac was introduced by Apple co-founder Steve Jobs at a shareholder meeting down the road from the company’s headquarters in Cupertino, California. It was filmed using iPhones, with video footage from the 15 locations selected on five continents “beamed in real time via satellite or cellular signal to a command center in Los Angeles. Which is how one director could be on location at 15 shoots simultaneously.”
Here’s Apple’s recap of how the ad come together:
“On January 24, 1984, Apple introduced the Macintosh. And with it a promise that the power of technology, put in the hands of everyone, could change the world. On January 24, 2014, we sent 15 camera crews all over the world to show how that promise has become a reality,” Apple says in a post on its website.
“From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products. They shot over 70 hours of footage — all with the iPhone 5s. Then it was edited and scored with an original soundtrack. Thanks to the power of the Mac and the innovations it has inspired, an effort that normally takes months was accomplished in a matter of days.”
Adweek compares Apple’s commercial to the one that Microsoft aired during the SuperBowl. “The Microsoft ad tugs at the heartstrings more, and its less self-congratulatory in some ways. But the Apple ad has the more direct through line to the products and what they’ve accomplished. Watching the Microsoft ad, you’re told that Microsoft is making the world a better place. Watching the Apple ad, you’re simply reminded that Apple already has.”
Here’s the Microsoft ad, which has nearly 1.4 million views. Apple’s ad has so far been viewed less than 200,000 times. Let’s see what those numbers look like in the next few days.
And here’s Apple’s original SuperBowl ad from 1984, just because.