Apple is reigniting its fame by promoting itself the way its fame began – as the computer of the cool and famous.
The push, Behind the Mac, began with four films in June, one an anthem ad and three profile films that feature cool, rather than famous, users – musical artist, Grimes, who uses her Mac to write and produce her music and album artwork from start to finish; Bruce Hall, a legally blind photographer and disability advocate; and Peter Kriuki, who used his Mac to code the SafeMotos app that connects passengers with safe motorcycle taxi drivers in Rwanda.
The new film, Make Something Wonderful, is a simple montage of stills images that intersperses the famous and the everyday Mac user. Famous users include Paul McCartney, Serena Williams, Oprah Winfrey, The Edge, Bono, Anna Wintour, Lin-Manuel Miranda, Dave Grohl, Timbaland, Malala Yousafzai, Karlie Kloss, Shawn Mendes and Kermit the Frog.
There are no stories. Each image of the celebrity behind his or her computer endorses the Mac. The montage enhances the impact. The interspersing bonds the everyday user to the famous. Stylistically, the film delivers “cool”.
The images are collated over the song, Shy, by German music artist, Hauschka.
The film was launched at, There’s More in the Making, the unveiling event for the new iPad Pro, Mac mini, and MacBook Air at the Brooklyn Academy of Music in New York, and was supported by an OOH campaign in Brooklyn featuring some of the local area’s creators, including rapper and producer, RZA; artist, KAWS; publisher, Julia Moak; AI specialist, Stephanie Dinkins; entrepreneur, Samantha John; podcaster, Erin Bagwell; and hip-hop artists, Flatbush Zombies.