Great Ideas Start on Mac

Apple · 2026

Brand: Apple Agency: TBWA United States Technology Software2026

1 award: ADC

AI Overview

A film anchored by Jane Goodall from the original Think Different campaign reframes Mac not as an efficiency tool, but as the place where all great ideas begin—from a blank page to world-changing work. The campaign reconnects Mac to its core brand promise: enabling people to make something wonderful, not just save time.

Strategic insight

While the category races to sell speed and AI productivity, Mac wins by inviting people to embrace the blank page—the moment before efficiency matters. The insight is that creative confidence, not time-saving, is what moves people to start.

Earned Reach

The film accumulated 2.8 billion views across TV, YouTube, and social, with 7,000+ social mentions and coverage from 240+ media outlets. Organic search interest for Mac rose 6% globally, and podcast partnerships drove an additional 203 million listens, extending reach well beyond paid placement.

Cultural Impact

The campaign successfully repositioned Mac away from feature-driven messaging back toward its original brand DNA of creative empowerment. Media outlets explicitly called it a callback to the brand's greatest era, signaling the work reset industry perception of what Mac stands for in a crowded AI-efficiency landscape.

AI Overview

Strategic insight

Earned Reach

Cultural Impact

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