Greatness comes in many forms in Apple’s new ‘Behind the Mac’ ad

Tarana Burke, Lisa Simpson, Billie Eilish are among the stars in latest spot promoting brand's new lineup of computers

Published On
Nov 10, 2020

Editor's Pick

During today’s Apple event, the brand debuted its latest lineup of MacBooks and the new Mac Mini, all powered by the brand’s new M1 chip, touted as driving a “giant leap” in the products’ performance. Along with them, Apple dropped yet another ad in its “Behind the Mac” campaign. 

LIke previous spots before it, the commercial features an all-star lineup of celebrities and cultural figures hard at work at the screens of their Macs. They include musicians like Billie Eilish, Pharell, Solange Knowles and Lady Gaga, as well as entertainers like Steven Colbert and Donald Glover. Also appearing are Black Lives Matter activists, “Me Too” founder Tarana Burke, editor Gloria Steinem, and primatologist Jane Goodall. Artist Takashi Murakami, director Spike Lee, fashion icon Iris Apfel and even Lisa Simpson peek in for a bit too.

The spot intercuts their still and moving images as a voiceover outlines what unitesl those faces behind those screens:

There’s a certain kind of person who doesn’t take no for an answer. They don’t walk in quietly. They parade in, trailblazing, eyebrow-raising, status quo-breaking, grazing greatness, braving hatred and taking up space. Never got a set at the table so we can’t sit and behave. We’d rather defy the rules and amaze. There’s a certain kind of person who doesn’t wait for greatness. They make it. 

Once again, all the scenes are genuine found footage. Raury’s “Take Back the Power” serves as the spot’s soundtrack.