Imagine a world where the spark of genius begins with something as simple as a blinking cursor on a blank screen. That’s the powerful message at the heart of Apple’s latest global campaign, ‘Great Ideas Start on Mac,’ narrated by the legendary Dr. Jane Goodall in one of her final recordings. This poignant and thought-provoking ad doesn’t just celebrate creativity—it immortalizes it, turning the humble Mac into a canvas for world-changing ideas. But here’s where it gets controversial: Can a piece of technology truly be the catalyst for greatness, or is it merely a tool in the hands of visionaries? Let’s dive in.
The campaign, crafted by TBWA\Media Arts Lab, opens with a scene that’s both familiar and profound: a white screen, a blinking cursor, and Goodall’s iconic voice asking, ‘What do you see?’ She reminds us that every story we love, every invention that inspires us, and every idea we wish we’d thought of, began as nothing more than a flicker on a screen. It’s a simple yet powerful metaphor for the potential within all of us—and within the Mac itself.
From there, the ad unfolds into a captivating montage of creators across disciplines, each using their Mac to bring ideas to life. We meet Bruce Strickrott, an ocean engineer uncovering the mysteries of the deep sea; Ruchika Sachdeva, a fashion designer redefining elegance with Bodice; Alice Wong, a disability rights activist amplifying voices through the Disability Visibility Project; and the innovators at 1X Technologies, pushing the boundaries of AI and robotics. Together, they showcase the Mac as more than just a device—it’s a partner in creativity.
‘Every great idea starts from nothing, a blank canvas,’ explains Tor Myhren, Apple’s vice president of marketing communications. ‘The blank screen of a Mac has been the birthplace of countless world-changing ideas, from art to science, music to business, and everything in between.’ But this is the part most people miss: It’s not just about the Mac—it’s about the human imagination it empowers. And that’s where the debate begins. Is Apple overstating its role in these achievements, or is the Mac genuinely an indispensable tool for modern creators? We’ll let you decide.
Directed by Academy Award nominee Mike Mills, with an original score by Emile Mosseri, the film is as much a cinematic masterpiece as it is a tribute to creativity. Goodall, who passed away earlier this month at 91, had a long-standing relationship with Apple, dating back to her appearance in the brand’s iconic 1998 ‘Think Different’ campaign. Her voice in this final collaboration feels like a fitting farewell—a reminder of her own legacy as a thinker who dared to see the world differently.
The campaign will run across YouTube, broadcast, out-of-home, and social platforms, ensuring its message reaches far and wide. But as you watch, ask yourself: What do you see when you face a blank screen? Is it a challenge, an opportunity, or something in between? And more importantly, does the tool you use truly matter? Share your thoughts in the comments—we’d love to hear your take on this bold celebration of creativity and the role technology plays in it.
