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.