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TBWA Chiat/Day is unleashing an estimated $100 million campaign–the largest wordlwide marketing campaign ever–to support the Aug. 15 introduction of Apple’s stylish, Internet-friendly iMac computer.
TBWA Chiat/Day, Venice, Calif., broke starkly simple national ads over the weekend that feature images of the machine as well as Apple’s Web address and revamped black logo. The $100 million budgeted for the global launch, which continues over the next five months, is equal to Cupertino, Calif.-based Apple’s total profits for the last quarter.
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