Creativity can be messy. The path to making that song, film—thing—is fraught. However, Apple, since introducing the Macintosh in 1984 (you remember the commercial, right? ), has democratized the process of making cool things and pushed the boundaries of what creativity can do to impact the world.<doc-sep>Apple today launched a new ad campaign focused on the Mac, carrying the tagline "Behind the Mac" and highlighting a trio of creators who have used Macs to "make something wonderful." There are four ads in the series, with the first, set to Daniel Johnston's "Story of an Artist," showing a variety of people using Macs as part of their creative processes. play Three other ads focus on specific Mac users from various disciplines: - Photographer and disability advocate Bruce Hall, who is legally blind, uses his Mac and iPhone to help "see the things that always felt out of reach." Some of Hall's work is part of the permanent collection of the U.S. Library of Congress. play - Music artist Grimes uses a Mac "from start to finish" to write all of her music, edit music videos, and create digital art for her singles. play - App developer Peter Kariuki from Rwanda used his Mac to code the SafeMotos app for connecting passengers with safe motorcycle taxi drivers. The app monitors motorcyle riders on the road to "detect unsafe driving habits and help them become better drivers." play Apple has highlighted the campaign on its homepage and Mac section of its website.<doc-sep>Apple today is launching an expansive new ad campaign that will run on television during the 2018 FIFA World Cup, as well as online. The company is calling the new campaign “Behind the Mac” and it highlights 12 real stories of people using the Mac to solve problems, create music, and more. The goal of the Behind the Mac campaign, the company says, is to highlight how users continue to push the boundaries of creativity and innovation with the Mac platform. It will highlight 12 individual stories of how artists, developers, and many others are using the Mac in their respective fields. For instance, entrepreneur Peter Kariuki is featured for his development of an app that aims to reduce traffic deaths in Rwanda. Kariuki founded the company SafeMotos, which works to ensure “Africans do not have to choose between affordability and safety for their transport.” Popular musician Grimes is also featured as part of the campaign. The artist has committed to producing all of her own songs, and relies heavily on the Mac and accompanying software to do so. Behind the Mac also spotlights Bruce Hall, a legally blind photographer who has a permanent collection in the Library of Congress: Bruce Hall is a legally blind photographer, teacher, and disability advocate. Hall lives in Santa Ana, California and exhibits his photography internationally. The Library of Congress, Prints and Photographs Division purchased a portfolio of photographs from Hall’s Autism in Reflection series for their permanent collection. Behind the Mac includes a 1-minute spot that airs during the FIFA World Cup, as well as social and display ads. The campaign also gets its own dedicated webpage on Apple.com Apple’s Behind the Mac campaign is one of its largest Mac ad pushes in recent years. While many of the company’s recent campaigns have spotlighted the iPad and iPhone, this campaign puts a focus on the Mac and the effect it has had on its users since 1984. The new campaign continues Apple’s focus on the 2018 FIFA World Cup. The company earlier this week announced new skills for Siri ahead of the event, as well as curated content for Apple News, Podcasts, and more. It also rolled out support for live sports in its TV app for users in Canada just in time for games. The videos that will air as part of the campaign can be seen below. FTC: We use income earning auto affiliate links. More. Check out 9to5Mac on YouTube for more Apple news:<doc-sep>Apple has a new ad campaign for the Mac. Titled "Behind the Mac," the ads — four in total — show creatives doing wonderful things on their MacBook computers. The apps feature legally blind photographer Bruce Hall, app developer and entrepreneur Peter Kariuki and musician Grimes, all of which share a story of how their Mac helps them do their magic. The fourth ad is a combination of the three other ads, with many more Mac users shown using their computers in a variety of scenarios. The campaign doesn't appear to be designed to bolster the sales of any particular model; in fact, many of the computers seen in the ads are old MacBook models, including a white 2009 MacBook — see below. Image: Apple Like all Apple ads, these are above all designed to make you feel good about owning Apple hardware. However, if Apple's really behind the Mac, it should probably show it by updating its Mac hardware more often and finally launching the new Mac Pro, which we've been waiting for for half a decade.<doc-sep>
Apple has launched a new advertising campaign for the Mac called “behind the Mac”. In this campaign, the company is sharing user stories of people using Mac for work, creative projects and accessibility reasons. The Mac is a versatile platform. People use it for boring tasks, such as checking emails and browsing the web. But you can also use it for countless of other things. Apple wants to show you what you can do with a Mac beyond Word and Excel. Apple has shared 4 videos today. The first is a 60-second recap of the three other videos. Each standalone video is a portrait of someone who is using a Mac every day. There will be 12 portraits in total on Apple’s website. Peter Kariuki is a developer who created an iPhone app to improve road safety in Rwanda. Bruce Hall is a photographer who is legally blind and uses photography to see more details of the outside world. And Grimes is one of the most interesting music artists out there. There are a few interesting things to note. All three are using laptops. It’s clear that MacBooks have become the most popular computers from Apple. It doesn’t mean that Apple should abandon the iMac, iMac Pro, Mac Mini and Mac Pro. But only a fraction of Apple’s customers will buy them. It’s also interesting to see that none of the Macs have been updated in the last twelve months. Apple has nothing new to sell on the Mac front. And it’s a bit worrying that the company is starting a new advertising campaign right now. Maybe there won’t be any Mac update for at least a few months. And if you’re currently using a recent MacBook or MacBook Pro, you might be using stupid dongles right now to plug accessories to USB-C and Thunderbolt 3 ports. The good news is that, yes, even Grimes has to use dongles.