Roger Fingas
Apple on Thursday premiered a new video ad for the Touch Bar-enhanced MacBook Pro, marketing the computer as a "tool for all the ideas to come."
Called "Bulbs," the commercial intermixes footage of a trail of exploding lightbulbs with scenes of various inventions. These range from things like fire and the wheel through to robots, drones, and rockets.
Self-referentially, some shots include things like an iPhone, and Isaac Newton's discovery of gravity — alluded to by an apple falling from a tree. Apple's original logo from 1976 depicted Newton's famous eureka moment.
The Pro itself doesn't appear until the last few seconds of the ad, when someone is shown using the Touch Bar to scrub through a video of an exploding bulb.
The first shipments of the new MacBook Pro began reaching the public earlier this week. Readers should check out the official AppleInsider review to see how the laptop fares in the real world.
Charles Martin
Malcolm Owen
William Gallagher
Christine McKee
Wesley Hilliard
32 Comments
I like how they acknowledge ideas from everywhere including the mouse and iPhone.
I think they missed sliced bread.
Really good commercial, the end didn't totally connect to the laptop though, thought that could have been more seamless.
I like it, but I'm sure people will criticise it for comparing the TouchBar with some of the great inventions and/or discoveries.
And possibly some will complain about the shot of a wind farm. People seem to hate them for some reason. Like our former treasurer who complained they were ugly, unlike the starkly beautiful coal-fired power stations dotted around the country.
Hmm, I don't like it because:
Here's an idea of how the ever changing nature of the touchbar could be communicated. A bit like Apple's first tv ad for iTunes promoting the creation of personal playlists:https://youtu.be/4ECN4ZE9-Mo >:x