Fun as it was to have a spot run on the Super Bowl, to me the lesson of HAL is less about the event and more about the advertising process. Some companies labor for months, fighting through multiple levels of approvals, testing and analysis to get an ad on TV.
Working with Steve Jobs, our experience could not have been more different. We were a small group of creatives working with just one level of approval — Steve. He was willing to hear our ideas any time, any place. He never forced us to follow a rigid process, even after we went into production. Few people were asked for an opinion outside the room of active participants.
Had it been any other way, neither HAL nor many of our other unusual Apple efforts would have seen the light of day. That’s something I wish all advertisers would appreciate.
Behind HAL: Apple’s last Super Bowl ad | Ken Segall
Ken Segall’s article is captivating. More than anything, I found it delightful that folks with gumption did what they thought would be cool and found a sponsor who loved it as well. In some ways, this articles captures the spirit of Silicon Valley that excited me about working in technology.
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