Jump to Main ContentJump to Primary Navigation

Apple ad shot entirely on iPhone


Three decades since the bold ideals of Steve Jobs were first touted in a blockbuster commercial by Ridley Scott, it’s fitting that Jake Scott (spawn of the British director) should be the one to direct the ad which marks the brand’s 30th anniversary.

Pluckily, to show how far the products have come, along with one-upping his old man, Scott Jr has filmed the entire commercial from footage taken on smartphone cameras - a fact you might not realise until told at the end of the ad.

That’s because none of the usual Apple tricks are missed: wispy violin, stirring shots of natural beauty alongside those of classrooms as it focuses on the people who harness Apple’s technology for the better, such as explorers, teachers and bionic dads alike.

And if the quality of the phone footage wasn’t remarkable enough, the whole of the continent-spanning antics were shot in just a single day. Yes, one day, doubtlessly making those jittery videos on your own phone look even more embarrassing in hindsight.



Best ads of Super Bowl 2014


Apple claims world's top brand


The Watch That Tells You It's Time To Drink


This Week In Tech


The world's strangest headphones


Incredible vintage NASA photos



Obama just danced to Hotline Bling with Usher

Still officially the coolest President of all time

24 Oct 2016

Watch this huntsman spider kill a mouse and never sleep again

Of course it happened in Australia

by David Cornish
24 Oct 2016

The new bike lock that will literally makes thieves sick

The SkunkLock sprays a vomit-inducing chemical when cut

by Tom Fordy
21 Oct 2016

Watch Donald Trump meet Saint & Greavsie to do the Rumbelows Cup draw

Did this really happen?

21 Oct 2016

Baby Jesus statue in Canada criticised after 'shocking' restoration

A holy cock up

by Tom Fordy
21 Oct 2016

This man tried to shoplift a venetian blind stuffed down his trousers

Fair play

20 Oct 2016

Great men tells us about the greatest beer they ever had

Irvine Welsh, Idris Elba, Frank Turner, Ken Loach & more

20 Oct 2016

This letter from George Bush to Bill Clinton shows Trump what class is

From one President to another

by Dave Fawbert
20 Oct 2016

Charlie Brooker on nostalgia, social media and Black Mirror

The Black Mirror creator has his say on the filmmaker's criticism of modern TV

20 Oct 2016

An ode to Kumbuka, the gorilla who escaped and downed 5l of squash

Let's take a moment to savour ZSL London's great primate escape, the hero we all want to be

by Tristan Cross
20 Oct 2016