Apple launched the first Macintosh computer on Jan. 24, 1984, after grabbing the world’s attention two days earlier with its iconic Super Bowl ad directed by Ridley Scott evoking the dystopian world of George Orwell’s “1984.”
Thirty years later, Apple shunned buying a spot in the Big Game — and instead, on Monday, it released an 87-second film (an ad, really) on the Internet timed for the 30th anniversary of the Mac. The gimmick: The video was shot entirely on about 100 iPhone 5s smartphones, by 15 crews over the world on Jan. 24, 2014, to capture “people doing amazing things with Apple products,” the tech company says.
Apple worked deliberately to forge other connections with the original Super Bowl ad: The new spot, “1.24.14,” was directed by Jake Scott, who is Ridley Scott’s son. Apple also consulted Lee Clow, then the creative director at Chiat/Day, the ad agency that created the “1984” commercial, who is now chairman of TBWA\Worldwide.
The resulting 70-plus hours of footage were edited on Apple computers at a Los Angeles command center, and actually took 36 hours to complete. The video was edited by Angus Wall, working with a team of 21 editors.
Watch the Apple “1.24.14” video: