Advertising Apple International Women's Day

Apple goes ‘Behind the Mac’ for Intl Women’s Day with Alicia Keys, Malala Yousafzai and others


By Kyle O'Brien, Creative Works Editor

March 4, 2020 | 2 min read

International Women’s Day is Sunday (8 March), and Apple is extending its ‘Behind the Mac’ series of short films to highlight women who are making a difference in the world today, and using a Mac to get there.

Malala Yousafzai

Malala Yousafzai in the latest 'Behind the Mac' ad

As Beyoncé’s ***Flawless, featuring the words of Chimamanda Ngozi Adichie, plays, black and white images of powerful and influential women are seen, from musicians and filmmakers to authors and activists, to chief executives and company founders.

It starts with a photo of Malala Yousafzai, the youngest Nobel laureate and a champion of girls’ education. The spot then posts photos of Ava Duvernay, Marie Kondo, Greta Gerwig, Diane von Furstenberg, Lady Gaga, Gloria Steinem, Megan Rapinoe and Shannon Boxx, Olivia Wilde, Alicia Keys, Elizabeth Banks, Tarana Burke, Lilly Singh, Audrey Gelman, Victoria Monet, DJ Switch and Black Mamba.

Each photo shows the women bringing their ideas to life from behind their own Macs, some in work mode, others at home with family, some lounging on couches and beds.

The campaign will be amplified in social content, with localized versions of the film featuring additional talent such as Parasite producer, Kwak Sin Ae, former Vogue Russia editor Aliona Doletskaya and sustainable fashion pioneer, Huang Ningning.

The spot is part of a synchronized Women’s History Month effort across Apple, including a ‘She Creates’ Today at Apple series featuring more women helping to change the narrative.

Malala Yousafzai

Apple: Behind the Mac (International Women's Day) by TBWA Media Arts Lab

By Apple

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