Apple 'Great Ideas Start on Mac': Jane Goodall's Last Campaign

Wed, 08 Jul 2026 09:00:00 +0000

Dr. Jane Goodall died on October 1, 2025. Three weeks later, Apple released “Great Ideas Start on Mac” — a campaign she had recorded voiceover for before her death, narrating a quiet film about the moment before anything exists: the blank page, the blinking cursor, the instant of not-yet.

The timing was not planned. The resonance, consequently, was impossible to manufacture and impossible to ignore.

The Campaign’s Central Idea

TBWA\Media Arts Lab built the “Great Ideas Start on Mac” platform around a deceptively simple observation: every significant creative act — every scientific discovery, every film, every design — begins with nothing. The blank page is not a metaphor. It is the literal starting condition of all creative work, and it is also the moment of maximum anxiety for anyone who makes things.

Mac on Inside That Ad

Apple 'Great Ideas Start on Mac': Jane Goodall's Last Campaign

The Campaign’s Central Idea