Apple Releases Mac 30th Anniversary Video '1.24.14': Filmed on iPhones, Edited on Macs

On January 24, Apple commemorated the 30th anniversary of the Mac with a "Happy birthday, Mac" promotion on its website, 30th anniversary t-shirts for its employees, and executive interviews with both ABC News and Macworld. Just ten days later, the company now has released an anniversary video, recorded on the anniversary using iPhones and edited on Macs, that shows how the the promise of the Mac has been fulfilled by putting "technology in the hands of the people."


Produced by Apple's longtime ad agency TBWA\Chiat\Day headed by Lee Clow, the "1.24.14" video includes footage from 10 countries spanning 5 continents. The video was directed by Jake Scott, son of filmmaker Ridley Scott, who was behind Apple's iconic "1984" ad, and showcases current generation Apple products being used in fashion design, musical performances and more.

On January 24, 1984, Apple introduced the Macintosh. And with it a promise that the power of technology, put in the hands of everyone, could change the world. On January 24, 2014, we sent 15 camera crews all over the world to show how that promise has become a reality.

From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products. They shot over 70 hours of footage — all with the iPhone 5s. Then it was edited and scored with an original soundtrack. 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 was rumored to be working on a Super Bowl commercial, but the company instead partnered with U2 and Bank of America in a new (Product) RED promotion announced in an advertisement broadcast during the game. For every free iTunes download of U2's new single "Invisible" [iTunes Store], Bank of America will donate $1 to (Product) RED's fight against AIDS. The promotion will end 11:59 PM EST on February 3.

Update: Apple has posted a second video giving a behind-the-scenes look at the filming of the "1.24.14" ad.

Top Rated Comments

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Avatar
85 months ago
To actually step back from this commercial, and to individually assess what each person is doing with their apple devices here is mind blowing.

These are all marvellous tasks ranging from Motion control to design photography, all accessible and made to be used by people who are sparked by interest and passion, and not necessarily technically skilled in coding or software or whatever, but can still make magic happen.

This was Apples mission, and they have succeeded.

This is company who wanted to make something happen, change the way we interact with technology; and it did.

Not a lot of others out there can claim the same.

:apple:
Score: 27 Votes (Like | Disagree)
Avatar
85 months ago
'Because the people who are crazy enough to think they can change the world...
are the ones who do'
-Steve Jobs

Think Different
Score: 13 Votes (Like | Disagree)
Avatar
85 months ago

I think they mean 24.1.14

If they had said 1/24/14, ok


They're an American based company. 1.24.14 and 1/24/14 are both acceptable here.
Score: 7 Votes (Like | Disagree)
Avatar
85 months ago

Microsoft's similarly themed commercial.

//www.youtube.com/watch?v=qaOvHKG0Tio


And theirs was probably shot and edited on iPhone/Macs too! ;)
Score: 6 Votes (Like | Disagree)
Avatar
85 months ago

Unless you want to do any serious word processing... i.e., get any real work done, then stick with Windows. Because Mac still can't do that. :)


have fun with your viruses. unless you are in school or a secretary there aren't an enormous amount of jobs that require serious word processing. :apple:
Score: 5 Votes (Like | Disagree)
Avatar
85 months ago

Unless you want to do any serious word processing... i.e., get any real work done, then stick with Windows. Because Mac still can't do that. :)


Based on....what exactly? I'm on my Mac at work now. Typical corporate environment. Some old legacy stuff is VM'd on Windows 7, but most of my day (including the aforementioned word processing) is done natively on OS X.
Score: 5 Votes (Like | Disagree)

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