Apple marketing set an even higher bar in the advertising industry this year and is closing out 2018 with three commercials in Adweek’s Top 25 Best Ads of the Year.
Adweek listed “Welcome Home,” Apple’s HomePod ad directed by Spike Jonze, as second-best. Nike’s “Believe in Something. Even If it Means Sacrificing Everything” was the top ad, featuring polarizing quarterback Colin Kaepernick.
Adweek has released its Creative 100 list, honoring the people it views as the “current masters of the creative idea” across advertising, branded content, technology, products, and pop culture.
While it’s no surprise that Apple would make such a list, what is interesting is that none of the usual suspects appear. There’s no sign of Jony Ive, Angela Ahrendts, or even Tim Cook. Instead, the people Adweek claim are driving Apple’s creativity today are Richard Howarth and Alan Dye.
In case you don’t immediately know the names, this is the pair who now control Apple’s Industrial Design studio and UI departments, after Jony Ive was promoted to chief design officer to do more “blue sky thinking.” Here’s what Adweek has to say about Howarth and Dye: