Apple has released a new Mac advert that continues the celebration of its 30th anniversary. Filmed in one day using just the iPhone 5s, the ad demonstrates how the Mac, and Apple's subsequent devices, are being used every day around the world. Following the release of the advert, Apple also posted a behind the scenes video, which you can watch at the bottom of this article.
While Apple didn't use this year's Super Bowl to air the ad, it did employ Jake Scott – son of Ridley Scott, the director of Apple's famous "1984" Super Bowl ad shown 30 years ago – to direct the 90 second film. It was then edited by a 21-strong team of video editors led by top Hollywood editor Angus Wall.
Apple sent 15 camera crews armed with 100 of Apple's flagship iPhones to locations around the world, including London, Botswana, Melbourne, Tokyo and Pompeii, where 70 hours of footage was captured. "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," Apple says on its website.
Among the clips shown in the ad are glimpses of the Macs, iPads and iPhones being used in education from nursery age to university age, the iPad being used for archaeology, design and music and the iPhone helping a man control his bionic limbs.
"Every single day, people are doing incredible things with the Mac and the technology it has inspired," says Apple. "We couldn't think of a better way to demonstrate that fact than to capture one of those days unfolding. Or a better day to do it than the 30th birthday of the Mac."
"From beginning to end, every facet of this production was made possible by innovations that trace their lineage back to the original Macintosh in 1984," Apple continues. "From the people featured on camera to the devices used to document them. And the millions of people around the world watching the result of that work on their Mac, iPhone, or iPad. It's a story that began 30 years ago, and it remains one that only Apple can tell."
After releasing the advert, Apple followed up with a behind the scenes film (below) that shows how Scott and his team created the advert.
What do you think of the new Apple ad? Let us know in the comments section below.