# Apple — HAL (1999 Super Bowl)

A 60-second ad that stages the HAL 9000 console from 2001: A Space Odyssey on a black set, then pushes slowly into its red lens until it fills the frame. It cuts to the Apple logo and 'Think different.' with no spoken product pitch.

- Code: AD-0077
- Kind: Ad
- Format: Other
- Brand: Apple
- Length: 60.2s · 6 beats · 6 beats/min · 0 hard cuts
- Industry: Consumer electronics, Entertainment
- Style: Cinematic, Slow and deliberate, Push-ins, Minimal, Premium, One continuous camera
- Original: https://www.youtube.com/watch?v=BwUQ1YtUpzw
- Full breakdown: https://cutmap.co/v/apple-hal-1999-super-bowl

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/apple-hal-1999-super-bowl.