Jane Goodall and Apple: A Creative Heritage
Jane Goodall’s Enduring Influence on Creativity
Jane Goodall, celebrated for her pioneering contributions to primatology, has taken center stage in Apple’s new ad campaign, “Great Ideas Start on Mac.” This initiative honors creativity, reminiscent of Apple’s iconic “Think Different” campaign, to which Goodall has previously lent her voice. Her recent partnership with Apple signifies a tribute to her lasting impact on creativity and innovation.
The “Great Ideas Start on Mac” Initiative
The recent campaign debuted with a one-minute advertisement featuring a MacBook in a disordered workspace, symbolizing the creative tumult often present in the process of generating brilliant ideas. Directed by Mike Mills and backed by music from Emile Mosseri, the ad illustrates the progression from an empty screen to revolutionary innovations and narratives. Jane Goodall narrates the advertisement, highlighting the modest beginnings of every extraordinary idea.
Honoring the Foundations of Creativity
As per Tor Myhren, Apple’s VP of Marketing Communications, the campaign pays tribute to the enigmatic roots of creativity. Myhren mentions, “It’s astonishing how many of the world’s significant ideas originated on a Mac.” The ad showcases the contributions of individuals like ocean engineer Bruce Strickrott and Alice Wong from the Disability Visibility Project, highlighting the diverse spectrum of creativity that initiates on Mac devices.
A Reference to Apple’s “Think Different” Campaign
Apple’s latest initiative evokes the essence of the 1990s “Think Different” campaign, which honored visionaries cherished by Steve Jobs and Apple. Jane Goodall’s likeness was part of the original campaign, showcasing her vital contributions to society. The campaign celebrated creativity, with Apple opting to donate computers to charities selected by the participants instead of providing payment.
The Creative Talent Behind the Initiative
This new campaign was created by TBWAMedia Arts Lab, an agency with connections to Chiat/Day, the firm responsible for Apple’s legendary “1984” advertisement. This ongoing creative collaboration highlights Apple’s dedication to inventive marketing that celebrates influential thinkers such as Jane Goodall.
Conclusion
Jane Goodall’s partnership with Apple embodies the convergence of creativity, technology, and innovation. Her narration in the “Great Ideas Start on Mac” campaign serves as a lasting homage to her legacy and the myriad ideas that have been brought to life through Apple’s offerings. This campaign reinforces Apple’s role in nurturing creativity and its commitment to honoring those who inspire us to think outside the box.
Q&A Session
Q1: What is the core message of the “Great Ideas Start on Mac” campaign?
A1: The campaign underscores the beginnings of creativity, demonstrating how numerous revolutionary ideas emerge from nothing, symbolized by a blank screen on a Mac.
Q2: In what way does the new campaign connect to the “Think Different” campaign?
A2: Both campaigns celebrate creativity and visionary figures. The “Great Ideas Start on Mac” campaign channels the spirit of “Think Different,” showcasing impactful individuals like Jane Goodall.
Q3: Who was responsible for directing the new Apple ad campaign?
A3: The advertisement was directed by Mike Mills, with music created by Emile Mosseri.
Q4: How did Apple compensate participants of the initial “Think Different” campaign?
A4: Rather than providing monetary compensation, Apple donated computers to charities chosen by the participants or their estates.
Q5: What does the ad represent with the MacBook on a disorganized desk?
A5: The MacBook in a chaotic workspace symbolizes the genuine effort and creativity required in the quest for great ideas.
Q6: Who are some of the individuals highlighted in the new ad campaign?
A6: The advertisement features ocean engineer Bruce Strickrott and Alice Wong from the Disability Visibility Project, showcasing a variety of creative expressions.
