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Apple’s iconic flagship computer celebrates its 30th anniversary this year. Last week, the company updated the website with a video showing the history of the Macintosh over the years. Around the same time, tech bloggers were predicting that Apple would participate in this year’s Super Bowl, the way it did 30 years ago. No “30 years of Mac” advertisement made it to the multi-million dollar airtime space.
However, on the same day as the Super Bowl, Apple did change the tune on its main page from the previous history of Mac promo to a new video showing various things that Apple devices have inspired people to do, including the iPad. The entire minute-and-a-half video was shot using the iPhone over a 24-hour period of time.
The video, titled “1.24.14” was directed by Jake Scott, son of filmmaker Ridley Scott, who was part of the 1984 Super Bowl advertisement. Additionally, the video was produced by TBWA\CHIAT\Day, headed by the agency’s creative director Lee Clow. It was then edited by Angus Wall and his hand-picked team of editors.
At Apple’s Mac home page, a summary of the advertisement can be read:
“A story 30 years and one day in the making.
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.
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.”
In the commercial, Apple users are seen editing footage on MacBook Pro laptops, getting footage of aquariums with iPad devices, using the iPhone to communicate with electronic prosthetics, and more. The iPad is shown in a variety of classroom settings, sparking interest in art and education among students. It can also be spotted during a scene with an archeological dig in Pompeii and on stage with a deejay.
In addition to 100 iPhones being used to shoot 70 hours of footage in 15 different locations across the one-day event, the 15 cinematographers and 21 editors used 46 iPads to help facilitate the success of the project.
Thanks to the Mac computer, today, we are able to experience technology on the iPad.
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