But its biggest anniversary project was one done in secret. The company spent the actual day of the anniversary — January 24 — making a short movie. Filmed in 10 countries on five continents (over 36 hours, given the time differences), the movie focuses on all of the things people are doing with Apple products. It was filmed entirely on iPhones and edited over the past week — on Macs, of course.
The video, which debuts on Apple’s website Monday, begins by proclaiming that the Mac was introduced 30 years ago with the promise to “put technology in the hands of the people.”
In the next 125 seconds, Apple shows just how that promise is being fulfilled, with modern-day Macs being used around the globe to do everything from document an archaeological dig to control robots and conduct an orchestra.
Apple’s choice of venue also reflects how much has changed in the 30 years since Apple launched the Mac with its now-legendary “1984” Super Bowl ad. Rather than pay for airtime, Apple is posting the video to YouTube and letting social and traditional media ensure it gets plenty of eyeballs.
However, while Clow’s ad agency did make the film, Apple opted to post the movie online and highlight it on its website.
That’s starting to look like a sage choice. Rival Microsoft paid millions to advertise during the fourth quarter of a game from which many had already tuned out. Sonos, T-Mobile, GoDaddy and other tech firms also decided to go with pricey in-game ads during what turned out to be among the biggest blowouts in Super Bowl history.
“Ok so it wasn’t a great Super Bowl,” Clow tweeted Sunday night. “Tomorrow’s another day.”
Here’s the ad: