Though Apple chose not to advertise during the coveted Super Bowl night, the company did release a new ad worthy of a primetime slot. On January 24th, 2014, Apple sent out 15 camera crews to different locations across 15 continents to shoot video of people using Apple products. What makes this production different from others is that the crew shot their videos with the iPhone 5s camera and it was completed in a single day.

http://www.youtube.com/watch?v=zJahlKPCL9g

The production was also aided by Jake Scott, son of acclaimed director Ridley Scott and more than a dozen editors. In order to direct all the different shots scattered across the world, the crews sent realtime video feeds back to a command center in LA for Scott to orchestrate. For a closer look at the production, Apple has also posted a behind-the-scenes video:

http://www.youtube.com/watch?v=vslQm7IYME4