Creativity lives on in Apple's coronavirus ad

People continue to create enthusiastically in brand's uplifting pandemic-inspired spot

Published On
Apr 13, 2020

Editor's Pick

If there’s one thing that’s true about the pandemic, it hasn’t put a damper on people’s creativity. That’s evident in all the ideas that have poured into our inbox over the last few weeks, and it’s also the subject of Apple’s new pandemic-inspired spot.

The commercial, in line with Apple's ongoing "Behind the Mac" campaign, pulls together found scenes of people both famous and unknown making stuff—really good and interesting stuff—as they’re in lockdown.

John Kransinski produces an episode of his YouTube hit #SomeGoodNews on his Mac. Dance companies like the American Ballet Theater and the New York City Ballet continue to train together online. Actress Lily James reads Charlie Mackesy’s “The Boy, the Mole, the Fox and the Horse” for the “#SaveWithStories” children’s book initiative. Oprah delivers words of support to viewers on her #OprahTalks on Apple TV+.  Filmmaker Tee Ken Ng makes a dazzling zoetrope creation. Pro-surfer Yadin Nicol finds a way to bring the waves to his kids at home. All this and more were created in the past three weeks, while all have been sheltering at home.

“Creativity goes on,” the endline reads. The ad is set to a stirring piano track, “Asleep at the Parade,” by The Young Ebenezers.