This morning everyone’s talking about their favorite Super Bowl commercials, but the spot we like best didn’t air during the game—in fact, it debuted today.
Via Re/code, we woke up to a new Apple spot created entirely with iPhones on a single day (January 24th, the company’s 30th anniversary) and edited over the following week.
Pretty cool, right? Some details after the jump…
- TBWA\Worldwide produced the spot
- It involved 15 camera crews
- Footage came from 10 countries on 5 continents
- The shoots stretched over 36 hours (accounting for time differences)
- Editors whittled 70 hours of video down to this 88-second clip
- Longtime Apple advertising guru Lee Clow directed
- Movie vet Angus Wall (who works on all of David Fincher’s movies) supervised the editing process
We think the spot easily achieved its goal: demonstrating the many uses of Apple products around the world.
This tweet from Clow left many expecting to see an Apple ad during the game:
Gonna be a goodSuper Bowl. Mac’s gonna be 30
— Lee Clow (@_clow) January 20, 2014
We’ll call it a pleasant surprise. While it isn’t technically a Super Bowl ad, we prefer it to almost every one we saw last night.
[H/T TechCrunch for some of the details]