Apple Spins 'Real Artists Ship' Into 'Share Your Gifts'

theodp writes: 'Have you ever made something wonderful but were too afraid to share it?' asks Apple's heartwarming 'Share Your Gifts' 2018 holiday ad, which features a girl who keeps her creations secret, until they're let out into the world by her dog and enjoyed by everyone around her. Arguably deserving writing credit for the ad is the late Steve Jobs, who thirty-five years ago preached a similar 'Real Artists Ship' message to the original Mac team as he led them on a holiday 'death march' to get their creation out into the world. Andy Hertzfeld recalls: 'The software team worked hard over the Christmas break of 1983. By the first week of January, the software team was working around the clock, testing and fixing problems that were found. Randy Wigginton brought in a gigantic bag of chocolate covered espresso beans, which, along with medicinal quantities of caffeinated beverages, helped us forgo sleep entirely for the last couple of days.' Seeing Apple spin 'Real Artists Ship' into 'Share Your Gifts' -- which Adweek honored as the 9th Best Commercial of 2018 -- would no doubt be appreciated by master of Reality Distortion Jobs.

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