All of these ads (embedded below) are posted under the campaign slogan Behind the Mac. I’ll post the short YouTube writeup for each ad, followed by the ad itself. Each ad ends with the phrase Make something wonderful, followed by Behind the Mac.
As a photographer who is legally blind, Bruce Hall edits and retouches photos behind his Mac. With the help of accessibility features, Bruce can see the world around him.
Behind the Mac people are making wonderful things and so could you.
Entrepreneur and app developer Peter Karikui coded SafeMotos on his Mac. The app connects passengers with safe motorcycle taxi drivers across Rwanda.
Using a Mac as a portable recording studio allows Grimes to make music on her own terms.
It’s interesting how these ads are all over the place and Apple “lets them be messy.”
By far my favorite is the one from Rwanda. It’s nice that they’re showing off older Macs and iPhones in that advert (although it does make one nostalgic).
Is it me, or is the second one posted have the music way overblown? I find it painful to watch.
Finally, the first and fourth highlight some of the unfortunate design decisions of the newest MBPs. The first is a photographer, but they never show how he’s getting his photos onto his laptop. The last is a musician that is in fact using a USB-C dongle!
#2 was a bit janky-sounding. Possibly recorded with a laptop’s built-in microphone?
I do like the appearance of older Macs in this piece.
The music on the second one is ‘The Story of an Artist’ by Daniel Johnston. Recorded in the early eighties direct to a cassette boombox. Johnston was a sufferer of debilitating mental illness that produced an amazing body of musical work using the most modest tools.
Thanks. It was certainly interesting work.
How ironic that the ads all finish with the tagline “make something wonderful” – um, Apple, that’s what we’re asking of YOU – like a wonderful new Mac Pro, MacBook Air, Mac Mini, laptop with ports and functioning keyboard…