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Washington Group’s $20 Mil. Budget ‘Just the Thing’
LOS ANGELES–The Washington Apple Commission launches a national campaign today aimed at converting people who don’t eat apples regularly.
McCann-Erickson in Seattle created the ads. The client is putting $20 million behind the effort–almost three times more than last year.
The campaign introduces a charismatic character named “Apple Guy” who delivers Washington Apples on his motor scooter to the weary. “He’s one part Buster Keaton, one part superhero,” said Jim Walker, the agency’s executive vice president, creative/managing director.
In one of three new TV spots, Apple Guy rescues a father and daughter, exhausted after a day at the zoo.
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