Apple debuts new ‘Behind the Mac’ ad campaign highlighting individual stories of creativity

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.”