Apple finds Lady Gaga, Ava Duvernay and Marie Kondo behind their Macs in International Women's Day ad

Brand pulls together found scenes of accomplished women at their computers in spot from TBWA\Media Arts Lab

Published On
Mar 04, 2020

Editor's Pick

It’s a proven formula that doesn’t seem to get old— accomplished individuals, celebrities and even Kermit the Frog and anime characters sweating, furrowing their brows and rejoicing behind the screens of their Apple computers. And now, the brand is building on the "Behind the Mac" platform to honor female heroes in its International Women’s Day ad from TBWA\Media Arts Lab.

The spot is set to Beyonce’s track “Flawless Feat. Chimamanda Ngozi Adichie,” which includes excerpts from the author’s 2017 TED Talk about feminism. Opening with Adichie’s lines (“We teach girls to shrink themselves, to make themselves smaller. We say to girls, ‘You can have ambition, but not too much. You can aim to be successful, but not too successful otherwise you will threaten the man'”), it highlights notable female figures across a spectrum of disciplines: education activist and the youngest Nobel laureate Malala Yousafzai; directors Ava Duvernay and Greta Gerwig and director/actors Elizabeth Banks and Olivia Wilde; “Me Too” movement founder Tarana Burke; home organization expert and best-selling author Marie Kondo; soccer champions Megan Rapinoe and Shannon Boxx; late-night host and YouTube star Lilly Singh; Wing CEO Audrey Gelman, the first visibly pregnant top exec to appear on a business publication cover; fashion designer Diane von Furstenberg; women’s rights activist Gloria Steinem; South African women-run anti-poaching unit Black Mamba; musicians Alicia Keys, Lady Gaga and Victoria Monet and DJ Switch, 12-year-old DJ and founder of her eponymous education foundation.

As with all the previous “Behind the Mac” spots, all the images featured are found photographs, and none were shot specifically for the campaign.