YORK ON ADS / No 21: Apple
The world in question is the 'Future Past'. Or, in other words, all the Fifties sci-fi that we're encouraged to giggle at now: dream cars, rocket ships, lumbering robots, monorails, swirly dissolves and plinky music.
These all appear as cute old clips in Apple's smart new Power Mac advert. 'Remember what the future used to be . . ? This future belongs to the past,' they declare, cutting rapidly to the Power Mac and its pastel pie charts, with a blast of heavy guitar and growly horror- film voiceover. 'Power Mac, it's here.'
Other ads in the campaign suggest Power Mac's multimedia capabilities - live-action video and sound on tap.
The computer companies play a key role in multimedia land but, Bill Gates aside, they've been rather forgotten in all the coverage of cable TV and video companies battling for film rights. Apple is putting down a marker that's part brand personality -'we're hip' - and part product features, in an effort to introduce its new baby to the telecottages of the NW1 diaspora. Peter York
Videos supplied by Tellex Commercials
sportLiverpool 5 Norwich City 1: Uruguayan striker has now scored 11 league goals against the club
arts + entsOlivier-nominated actor and singer is set to star in Lloyd Webber's musical about the Profumo affair
filmWith more than 70 per cent of early films lost, archivists are scouring the world to preserve the precious examples that remain
sportThe coach of Chalfont St Peter's under-10s football team was relieved of his duties after he sent an email to parents that said: 'I am only interested in winning'
techA piece of new hi-tech kit aims to get us scribbling again
indybestMake getting out of the wrong side of bed on cold winter mornings a thing of the past with our selection of night-time covers
life + styleClarissa Baldwin is the brains behind the slogan 'A Dog is for Life not just for Christmas'
Arts & Ents blogs
The 50 Best Christmas songs: Bells continue to ring for the Pogues' 'Fairytale of New York'
Shia LaBeouf's Nymphomaniac sex scene removed from YouTube
Eminem, Drake and Jay Z among Spotify's most-streamed artists of 2013
Morgan Freeman portrait: The world's most realistic finger painting?
Nymphomaniac trailer shown to children at screening of Disney film Frozen
- 1 North Korea: Kim Jong Un 'sacks powerful uncle and has his aides executed'
- 2 The hardwired difference between male and female brains could explain why men are 'better at map reading'
- 3 Is this the scariest advert ever? Japanese tyre commercial comes with its own disclaimer and health warning
- 4 A forgotten episode in Russian history leaves links with the Philippines
- 5 ‘Put it in my mouth’: Viewers outraged by apparent reference to oral sex in VIP e-cig advert