Apple's homage to its iconic Mac celebrates creatives from across the UK
The UK edition of Apple's latest spot, 'Behind the Mac,' tours across the whole of the British Isles to meet creatives using the iconic computer as part of their craft.
Sleek, with the iconic, glowing, apple orb, Macbooks are the laptop of choice for creatives of all disciplines. To illustrate this, 'Made in the UK' visits some famous faces from Lewisham to Glasgow to give a snapshot of British talent and their beloved Macs.
Flicking through black and white photography, the spot captures I May Destroy You genius Michaela Coel, Turner Prize winner Grayson Perry, Mercury Prize rapper Dave, and Bristolian animation studio Aardman.
The latest in a line of 'Behind the Mac' films, last year Apple focused on UK musicians, from Paul McCartney to David Bowie, Gorillaz to Mark Ronson. The year prior it paid homage to the Mac, showcasing 12 creators from around the globe including coders, photographers, and musicians.
'Made in the UK' follows Apple's lockdown edition of The Underdogs, which was a hilarious ode to working at home. At the early stages of the pandemic, Apple revealed 'Creativity Goes On' - an uplifting montage of some recognisable faces that showed how Apple users have been using its products to stay creative.
Back in May, Apple announced that it was not immune to the coronavirus downturn. While it may have seen an uptick in product sales towards the end of Q2 2020, its advertising business has taken a hit with companies pausing search spend on platforms such as the app store.