Apple Went ‘Behind the Mac’ for International Women’s Day

Apple released a new Behind the Mac video honouring International Women’s Day, March 8th.

The brand pulls together found scenes of influential and successful women at their computers created by TBWA\Media Arts Lab. The short film finds a variety of influential and successful women and adds the ways the company is celebrating International Women’s Day.

Now it’s also shared a new moving Behind the Mac video that features seventeen highly accomplished women set to Beyonce’s “***Flawless Feat. Chimamanda Ngozi Adichie” which includes excerpts from the author’s TED Talk in 2017 which was about feminism.


The video opens with Adichie’s lines,

We teach girls to shrink themselves, to make themselves smaller. We say to girls, ‘You can have ambition, but not too much. You can aim to be successful, but not too successful otherwise you will threaten the man’



It starts with a photo of Malala Yousafzai, the youngest Nobel laureate and a champion of girls’ education. The spot then posts photos of Ava Duvernay, Marie Kondo, Greta Gerwig, Diane von Furstenberg, Lady Gaga, Gloria Steinem, Megan Rapinoe and Shannon Boxx, Olivia Wilde, Alicia Keys, Elizabeth Banks, Tarana Burke, Lilly Singh, Audrey Gelman, Victoria Monet, DJ Switch and Black Mamba.


Celebrities have previously appeared in the series of Behind the Mac, even Kermit the Frog and anime characters sweating, furrowing their brows and rejoicing behind the screens of their Apple computers.