Apple Launches New 'Behind the Mac' Ad Campaign

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.

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.

- 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.

- 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."

Apple has highlighted the campaign on its homepage and Mac section of its website.