Apple positions Mac devices as outlet for inspiration

Apple is positioning its Mac devices as an outlet for inspiration through the launch of its global brand platform. 

“Great ideas start on Mac” by TBWA\Media Arts Lab opens with a blank screen on a laptop as a figure arrives to sit down at their desk. 

The cursor flashes while the late primatologist and anthropologist Dr Jane Goodall's voiceover, which was recorded for this campaign, explains that every invention and “idea you wish was yours” began as “nothing”.

The film then shows images of various artists, entrepreneurs, musicians, filmmakers and scientists in the middle of their work on a Mac. They include ocean engineer Bruce Stricklrott, Indian fashion designer Ruchika Sachdeva, disability rights activist Alice Wong and the team at 1X Technologies. 

Copy at the end of the ad reads: “Great ideas start here.” The one-minute film was directed by Mike Mills through MJZ. 

It is running across YouTube, broadcast, out-of-home and social media. 

Tor Myhren, Apple’s vice-president for marketing communications, said: "There are an astonishing amount of great ideas in business, art, music, movies, apps, medicine and so many other fields that started on a Mac. This campaign celebrates not only those ideas, but the great ones yet to come.”