Apple is highlighting the role its devices play in music creation in a new U.K. spot, continuing its international "Behind the Mac" campaign.
The stylish black and white spot is a montage of footage of a wide range of different artists, from legends such as Paul McCartney and David Bowie to modern artists such as FKA Twigs and CharliXCX. Other artists appearing include Lily Allen, Wolf Alice, Brian Eno and MIA—there's even a scene with animated outfit Gorillaz, hunched over their equipment, exhausted.
Set to the track “What We Do” by Swindle, Rider Shafique, D Double E, Daley and P Money, all are pictured striving to bring their music to life behind their Mac.
Created by TBWA/MAL's London office, the ad will air on U.K. TV, timed to coincide with the start of the British music festival season.