Paul McCartney, Serena Williams, Oprah and Kermit toil on their computers in Apple's homage to the Mac

Creators both famous and not feature in meditative slideshow

Published On
Oct 30, 2018

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Apple unveiled new versions of the iPad Pro, Mac mini and Macbook Air at an event today at the Brooklyn Academy of Music in New York. The tech giant also unveiled a new ad that celebrates the people who use its hardware to create.

The 60-second spot is composed of black-and-white still images featuring famous and not-so-famous people toiling away on their Macs: Serena Williams peering down at her screen, Paul McCartney in his studio, Kermet the Frog and Anna Wintour at their desks, Malala Yousafzai and Dave Grohl each engrossed in their work, Oprah and Bono collaborating. Interspersed are scenes of Mac users in cafes and school or out in the elements, studying, sleeping and browsing. “Shy” by Hauschka backs the images.

Out-of-home placements in Brooklyn featured local ctreators like Wu-Tang’s RZA, AI artist Stephanie Dinkins, entrepreneur Samantha John and podcaster Erin Bagwell.

The ad is the latest in the brand's "Behind the Mac" campaign that debuted in June and featured real-life Mac users hard at work at their computers. 

Apple also previously teased the Brooklyn event with a series of more than 300 creative interpretations of its iconic logo. 


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