Executives from Apple’s ad agency have been revealing how specific instructions from Steve Jobs shaped the company, and how they continue to strive for what he wanted.
Still from the Spike Jonze-directed “HomePod” ad — image credit: Apple
Still from the Spike Jonze-directed “HomePod” ad — image credit: Apple
The award-winning “Shot on iPhone” campaign is actually a combination of Apple’s in-house marketing team and its dedicated external agency, now known in full as TBWAMedia Arts Lab, but referred to as MAL.
MAL is a kind of descendant of Chiat/Day, the agency that was behind the famous “1984” ad that introduced the Macintosh. Previously, Chiat/Day’s Ken Segall has spoken of how Steve Jobs required simplicity in Apple’s ads, and now the current MAL leadership says that is still considered a requirement.