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Apple has featured both stars and unknowns in its ‘Behind the Mac’ ads, and now the computing giant is focusing its marketing efforts on those who use its technology for musical pursuits.

The British music industry has produced some of the biggest names in music, from Sir Paul McCartney to David Bowie to newer stars like CharliXCX and FKA Twigs. The musical history of the UK is deeply rooted in music, and the latest Mac advert shines a light on its stars and up-and-comers.

As the British music festival season kicks off, Apple is celebrating the country’s vibrant music scene with a film that honors music legends and their creative process. The film, titled ‘Behind the Music. Behind the Mac,’ is the latest addition to Apple’s global ‘Behind the Mac’ campaign, which pays homage to the Mac, the original Apple computing device for creators. Within the film, found footage of music superstars, like McCartney, Bowie and the animated Gorillaz, and budding artists are seen hard at work, striving to bring their music to life behind their Mac.

Set to the powerful lyrics of What We Do by Swindle, Rider Shafique, D Double E, Daley and P Money, the film celebrates the process of creativity and how the Mac has backed artists throughout their journeys. As music fans attend shows of their favorite artists during the British music festival season, ‘Behind the Music. Behind the Mac’, according to the company, is a reminder that the nation’s music driven creativity – both past and present – has the power to unite us. 

: 'Behind the Music'

Agency:
Client:
Date: May 2019

As the British music festival season kicks off, Apple is celebrating the country’s vibrant music scene with a film that honors music legends and their creative process. The film, titled ‘Behind the Music. Behind the Mac,’ is the latest addition to Apple’s global ‘Behind the Mac’ campaign, which pays homage to the Mac, the original Apple computing device for creators. Within the film, found footage of music superstars, like McCartney, Bowie and the animated Gorillaz, and budding artists are seen hard at work, striving to bring their music to life behind their Mac.

Set to the powerful lyrics of What We Do by Swindle, Rider Shafique, D Double E, Daley and P Money, the film celebrates the process of creativity and how the Mac has backed artists throughout their journeys. As music fans attend shows of their favorite artists during the British music festival season, ‘Behind the Music. Behind the Mac’, according to the company, is a reminder that the nation’s music driven creativity – both past and present – has the power to unite us. 

Credits:
 

Agency: TBWA\Media Arts Lab

Client: Apple

Tags: UK
 
 
 
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