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Apple is one of the most creative companies in the world. They have made history with an iconic “1984” commercial, and they keep pushing the boundaries of how you advertise your product. Collaborations with the in-the-now artists, a confident grip on the pop culture of the moment, amazing visuals, and superb music taste are the things that define the Cupertino-based company’s approach. Let’s see the best Apple ads ever.
1. 1984 (*the best Apple ad ever*)
Why: few ads had such power and influence as Apple’s 1984. Aired during the Super Bowl XVIII on January 22, 1984, and directed by the legendary Ridley Scott (Alien, Gladiator), it hailed the start of an era. That of a personal computer. This Apple best ad also became a poster child for the technological revolution and one of the most memorable ads ever created.
It shows a dystopian future where people conform to Big Brother-like authority (British actor David Graham). People in the same outfits sit in the seemingly endless dark hall listening while being brainwashed. Then she appears. A girl in a white tank top and red shorts (British athlete Anya Major) runs toward the screen with a… sledgehammer. You can feel the tension in the air and anticipate the moment she throws the object into the loathed Big Brother. Which she does.
We see “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.” It’s a masterpiece.
2. “Two kinds of people…” with Kevin Kostner
Why: we’re in the 80s again, circa 1981 and Apple releases its overpriced, yet incredibly influential Lisa personal computer. Which failed miserably, by the way. But there was this charming ad with Kevin Costner (Dances with Wolves, Yellowstone). And while it’s not as bombastic as 1984 and doesn’t have any special effects, it establishes one of the most important marketing principles of Apple. Us vs them. The evangelism. The “there’s Apple and there’s everything else.” That’s why it’s among the best Apple ads ever.
3. Here’s to the crazy ones
Why: this is the one for the history books. In 1997 Apple released “Here’s to the crazy ones,” an epic piece of advertising that sees Steve Jobs himself narrating a poem about disruption and the necessity of thinking differently. It’s unique in a way.
The ad helped cement Apple’s cult-like position with Steve Jobs as a guru and further developed the company’s stance as a brand that is profoundly different from the competition. One of the best Apple ads ever, it features black-and-white footage of various important historical figures who “dared to break the status quo.” There was nothing ordinary about this approach, Apple went existential with the commercial and connected with the audience on a spiritual level.
4. Hello
Why: just 30 seconds of running time but one of the best Apple ads ever. “Hello” aired on February 25, 2007, during the night of the Oscars. The commercial featured an edit of 50 various characters from different movies and TV shows saying one word. You guessed it, it was “hello.” All of it to present the first-ever iPhone that appeared in the video’s culmination in Apple’s trademark minimalist fashion.
The moment around the 0:27 mark is sure to give you goosebumps. The music suddenly cuts to the Hans Zimmer-like thundering screeching metallic sci-fi sound. It indicates the start of a new beginning for the world of mobile phones. It’s the moment the iPhone graces us with its presence.
5. Personal Voice on iPhone
Why: it’s a recent one. Released in 2023, Personal Voice is a heartwarming short directed by New Zealand artist Taika Waititi (What We Do in the Shadows, Thor). We previously wrote about it in the Kitcast Blog. The video follows a cinematic adventure journey of a little girl with her furry creature friend. All of it is narrated by the Personal Voice accessibility feature of an iPhone. The commercial is among Apple’s best ads ever and is sure to make you tear up.
6. Pencil test
Why: while it may look rather simplistic in today’s digital world, in 1988 the Pencil Test short film made a case for computer animation. Also, it became the showcase of one certain company by the name of Pixar (both John Lasseter and Andrew Stanton are credited here) that would dominate the animation industry in the following decades.
Following the struggle of a pencil to get back into the computer program, this short basically became an ad for the animation capabilities of Apple’s Macintosh II and one of the first oeuvres of Pixar.
7. The Last of 7 Best Apple Ads – Get a Mac
Why: we’re between 2006 and 2009. The Mac vs PC war is raging. Apple decides to run a campaign highlighting why Mac wins. And one of the best apple ads really works. Starring American darling Justin Long as a Mac guy and John Hodgman as PC guy, it follows the same pattern.
The campaign is epic in a way, too. Apple produced 66 “Get a Mac” videos in total, all being 30 seconds and having a dialogue where Mac always presents itself as better. And this is a kind of feud advertising we like. Minimalist, on point, and funny.
