TBWA-Chiat-Day to Handle iPhone Ad Campaign

[MacRumors]

Adage reports that Apple's ad agency will handle the upcoming iPhone ad campaign.

People familiar with the account confirm that TBWA's Media Arts Lab will handle all creative for the iPhone, much as the agency has for iPod. The agency has handled creative duties for Apple since 1997.

TBWA/Chiat/Day also produced the Apple iPhone teaser advertisement that aired during the Oscars.

There had reportedly been some speculation that AT&T's agency (BBDO) might handle part of the account. AT&T had indicated that they would use the iPhone as a branding and marketing event.

[diehardmacfan]

thats great their work is realy amazing

[Peel]

didn't Chiat/Day do the original 1984 ad?

[twoodcc]

sounds good to me. i'm sure they'll do a great job

[Zwhaler]

Cool, I like their work. Hopefully they will be nice to the iPhone

[drumpat01]

While I think ATT can make good commercials for normal cell phones, this is a GOD PHONE and therefore only the very best should be making the commercials. Looks like they have that covered

[TheSlush]

Originally Posted by Peel

didn't Chiat/Day do the original 1984 ad?

Yup.

[lorductape]

digg it: http://www.digg.com/apple/TBWA_Chiat...ne_Ad_Campaign

[yagran]

bringing back the old school 1984 style. maybe the start of the iphone will mean the end of steve tho, thats what worries me, hes getting old, and this could be his bing bang to exit on, or i guess it would be a "boom" :P

[furious]

Sounds good. Can not wait for what they produce.

[Mgkwho]

I really like their ads...but I don't like the "hello" ad.

-=|Mgkwho

[NaMo4184]

Originally Posted by yagran

bringing back the old school 1984 style. maybe the start of the iphone will mean the end of steve tho, thats what worries me, hes getting old, and this could be his bing bang to exit on, or i guess it would be a "boom" :P

Oh man now that was funny.

[LxTxNx]

Originally Posted by Mgkwho

I really like their ads...but I don't like the "hello" ad.

-=|Mgkwho

I didn't like it either I thought it was pretty lame!

[peestandingup]

Awww ****! Apple bringing out the old school big guns for this one.

P.S. Chiat-Day also did the original "1984" ad.

[iMacZealot]

Good to hear. They do a great job with them as usual.

By the way, who handles the Get a Mac campaign?

[xtopher1974]

AT&T's agency (BBDO) might handle part of the account

AT&T's agency is Rogers Townsend. BBDO might have been the agency for the former Cingular brand, but I suspect now that it is back in the fold, it will be handled by Rogers Townsend. (And may already be.)

[dartzorichalcos]

Will be interesting to see what comes out of this. I am sure they will do a great job.

[iMeowbot]

Originally Posted by Peel

didn't Chiat/Day do the original 1984 ad?

Yep, they ended up with Apple when they bought Regis McKenna's agency. So, this agency has been dealing with Apple on and off since pretty much the start.

[LillieDesigns]

"Hello" ad was great because of when it was aired. After the initial relase of the commercial though, it lost it's timeliness after a few airings.

[breath of apple]

I hope they will come up with something unlike any other cell phone ad and marketing plan. They have a great, very distinct and unique presentation that will make the iphone stand apart from the others. Apple ads are effective and fun! Hopefully, they will focus on the iphone's positive features and not just "put down" the competition...the iphone simply stands out. I really look forward to seeing the iphone rolled out!

[daijones]

The company behind pretty much every apple advert in the last two decades will be behind the next advert. Thanks for the heads up! The only interesting point here is the choice of apple's agency versus AT&T's, which may reflect the power balance in the relationship. Why bother comment on apple's agency, which they always and will continue to use? (if they do change agency, we'll soon know about it)

D

[Tadow]

Can anyone say that a phone commercial has stuck in their head? The only thing I recall is the chocolate commercial because I couldn't get the song out of my head, but it did not make me want to buy the phone. I think this might be be a huge campaign if done like other apple products.

[iMeowbot]

Originally Posted by Tadow

Can anyone say that a phone commercial has stuck in their head?

AT&T (old AT&T) ads were great for that. "Reach out and touch someone", "It's the next best thing to being there", etc. The Sprint "pin drop" theme comes to mind too. Not much since then, though.

[e-coli]

Chiat shot the print ads and packaging art in January right after the phone was unveiled. Not even the ad agency was clued in to the design or features of the phone.

Chiat LA has been Apple's agency of record for as long as I can remember. It was Lee Clow that personally came up with the idea for the "Hello" ads.

[Deimo]

TBWA/Chiat/Day has an entire building dedicated to Apple. It's basically a completely secured zone for lack of a better way to put it where all apple product can be designed in secrecy. It's really no surprise that a campaign this high profile would be handled by them in-house, and not by at&t's agency.

On a flip note... this also might confirm the rumor from a while ago that I haven't seen discussed much since then that at&t is going to be giving apple kickbacks on every iPhone sold. Think about it... if Apple's going to be anteing up all the money to advertise the product, and not at&t, then where is the source of the funding coming from? This will not be a small campaign.