Andy Brett

22 days ago

Everyone on the agency team had poured their hearts into this production. No detail went unchallenged. You’d be surprised how passionately people can debate the nature and volume level of the “space hum” heard in the background.

I hand-carried the final version of HAL to our regular marketing meeting, where Steve had his first viewing. To our delight, he loved it even more than the original storyboard. Kane’s voice, Coppos’s craftsmanship and just the right touch of space hum were a perfect combination.

The making of Apple’s HAL

Between the lack of surprise (so many spots are released early now) and the general mediocrity, it became more chore than fun. That said, I refuse to lose my Big Game spirit. So — how about a little story from Apple’s Super Bowl past?