Apple unveils new “1.24.14” film online, passes on Super Bowl

Apple launched the Mac via an iconic Super Bowl ad in 1984, but skips the big game and unveil new 1.24.14 film online

MANILA, Philippines – 30 years ago Apple launched the Macintosh via the now iconic “1984” TV advertisement, aired during that year’s Super Bowl. Some speculated that Apple would release a sequel at today’s Super Bowl XLVIII, instead Apple turned to YouTube and its website

On Monday, February 3  The Cupertino-based company released a film called 1.24.14. Shot entirely on iPhone 5S on January 24th, the 30th birthday of the Mac, the ad details not only how the Mac is embedded in our daily lives but how it has changed lives for the better.

The 1 minute and 28 second short film shows sweeping imagery from stunning landscapes shot in 10 countries and covers themes that include education, exploration, invention and creation. While the video is no “1984”, it drives home the point that Apple has lived up to its promise, “to put technology in the hands of the people.” 

The film was directed by Jake Scott, son of Ridley Scott who directed the 1984 ad. Scott writes, “There’s a sense of liberation about being able to tell these stories with this device, to explore it and investigate it — to see what the iPhone is capable of, and then to push it and stretch it.”

The ad was put together using 70 hours of footage, shot on 100 iPhones, by a team of 15 cinematographers, and edited by a team of 21 editors.

What do you think of the new ad? Share your thoughts in the comments section below. – Rappler.com