Copyright Adweek
The late Jane Goodall narrates Apple’s new brand platform for Mac, released Monday, delivering an ode to creativity and the possibilities of a blank page. The ad, “Great Ideas Start on Mac,” begins with an image familiar to many: a cursor blinking against a white page on a screen. “Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing,” Goodall says. “Just a flicker on a screen, asking a simple question: ‘What do you see?’” The spot features artists, creators, entrepreneurs, musicians, filmmakers, and scientists in the middle of their creative process, plus glimpses of their finished ideas that started on Mac computers. The group includes Bruce Strickrott, an ocean engineer documenting deep-sea discoveries; Ruchika Sachdeva, fashion designer and founder of Bodice; Alice Wong, a disability rights activist who founded the Disability Visibility Project; and the team at AI and robotics company 1X Technologies. “Every great idea starts from nothing — a blank canvas. And there is something about the blank screen of a Mac that has given birth to so many famous, world-changing ideas across countless fields and disciplines. From business to art to music to film to apps to science and everything in between, great ideas start on Mac,” Tor Myhren, Apple’s vice president of marketing communications, told ADWEEK. Goodall, the renowned ethologist and a leader of the animal conservation movement, recorded her voiceover before she died earlier this month at 91. She previously appeared in an Apple ad for its “Think Different” campaign in 1998. TBWA\Media Arts Lab created the work, and the director was Academy Award nominee Mike Mills, known for films including 20th Century Women. The score is by composer Emile Mosseri, who worked on the 2020 movie Minari. The campaign will run across YouTube, broadcast, out-of-home, and social platforms.
