Overview

• The brand video features Goodall narrating a meditation on creativity that begins with a “flicker on a screen” asking, “What do you see?”
• Apple’s YouTube description says breakthroughs and award-winning films often start from nothing, closing with the line “Great ideas start on Mac.”
• Marketing executive Tor Myhren told Ad Age the campaign celebrates how ideas are created from a blank canvas and salutes the people who make them.
• The spot does not promote a specific Mac model, releasing in the same week the M5 MacBook Pro became available in stores.
• Goodall died earlier this month at 91, and CEO Tim Cook publicly honored her contributions to science and conservation.