Apple has released a female-only version of its 'Behind the Mac' ad series to celebrate International Women's Day.
Set to Beyoncé’s “Flawless” featuring the words of feminist author Chimamanda Ngozi Adichie, the spot features images of women from a variety of industries and initiatives from around the globe—from musicians and filmmakers, to authors and activists, to CEOs and company founders.
Featured are Ava Duvernay, Marie Kondo, Greta Gerwig, Diane von Furstenberg, Lady Gaga, Gloria Steinem, Malala Yousafzai, Megan Rapinoe and Shannon Boxx, Olivia Wilde, Alicia Keys, Elizabeth Banks, Tarana Burke, Lilly Singh, Audrey Gelman, Victoria Monet, DJ Switch and Black Mamba.
The one thing that unites all the images—a Mac of course!
The electronics maker first debuted its 'Behind the Mac' brand campaign in 2018—a simple concept that highlighted real celebrities from Paul McCartney to Oprah Winfrey that use Macs in their craft.
It has released several iterations of the campaign since, including one in August last year spotlighting college students called 'Test the Impossible', and one that debuted in February that highlights Macs featured in Japanese anime films.
Apple has several things planned for International Women's Day this year. It has curated a collection of Latest Leading Ladies, Movies by Female Directors and Iconic Female Ensembles movie collections on the Apple TV app, all with limited-time pricing starting Friday (March 6).
In Singapore, it is running a series of female-led workshops called She Creates at Apple Orchard Road and Apple Jewel Changi Airport for the month of March.
If you're interested in new ideas and strategies to promote diversity and inclusion, we will be hosting Campaign Leading Change 2020 Conference & Awards (formerly Women Leading Change) on May 28 at the Raffles Hotel in Singapore.
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