Apple Celebrates Creativity in Quarantine

There's a Steve Jobs quote that often rattles around in my head: "Creativity is just connecting things."

It sounds dismissive, but as you can imagine knowing the source, it was more just a product of Jobs' ability to streamline weighty topics down to brass tacks. He was thinking of tech and business types and how little they valued diversity of experience. Jobs felt that if you didn't have enough dots to connect, you couldn't be truly creative.

You'll notice I cited that quote at the beginning of today's Ad of the Day, a lovely spot from Apple and TBWA\Media Arts Lab. That's because we're living in an era when our traditional connections have all been severed by quarantine.

What did we do? Did we sit around, becoming intellectually and creatively stagnant?

Nope.

We built new connections. We found ways to link with each other and new ideas in ways that convenience had always kept us from noticing. And creativity has thrived.

Apple perfectly captures all this through found footage in its new spot, "Creativity Goes On." Be sure to check it out on Adweek—and learn some of the details of how the spot came together in a mere two weeks.

David Griner
Creative and Innovation Editor, Adweek
[email protected]