Apple has released two new films highlighting its dominant place in popular culture. Both intend to suggest that Apple is the brand of “everyone” – including the cool and famous – continuing a theme begun in June 2018, when TBWA\Media Arts Lab launched the platform and video series, Behind The Mac.
The first new spot is by TBWA\Media Arts Lab Tokyo, a montage of Apple MacBooks featured in work by some of Japan’s top anime artists – work such as Mr. Osomatsu, New Game!, Keroro Gunsou, Your Name and Weathering With You. This spot also capitalises on the recent surge in popularity of anime throughout the world.
https://youtu.be/V85CQzsyvj4
The second film is by TBWA\Media Arts Lab Los Angeles and follows the cinematic style of Apple’s original Behind The Mac series, using only found photographs. This film is for International Women’s Day and features outstanding women shown working behind their Macs.
https://youtu.be/2iRWCFetoxg
This spot is set to Beyonce’s, Flawless Feat. Chimamanda Ngozi Adichie, which includes excerpts from the author’s 2017 TED Talk about feminism. Featured are notable female figures such as education activist and the youngest Nobel laureate, Malala Yousafzai; directors, Ava Duvernay and Greta Gerwig; and director-actors, Elizabeth Banks and Olivia Wilde; Me Too movement founder, Tarana Burke; home organisation expert and best-selling author, Marie Kondo; soccer champions, Megan Rapinoe and Shannon Boxx; late-night host and YouTube star, Lilly Singh; Wing chief executive officer Audrey Gelman, who was first visibly pregnant top executive to appear on a business publication cover; fashion designer, Diane von Furstenberg; women’s rights activist, Gloria Steinem; South African women-run anti-poaching unit, Black Mamba; musicians, Alicia Keys, Lady Gaga and Victoria Monet; and DJ Switch, 12-year-old DJ and founder of the DJ Switch education foundation.
