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Apple Ads A Key Asset

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It's not often that advertising is the star of a corporate financial presentation. In Apple computer's review of year-end profits to employees and analysts last week, however, interim chief executive Steve Jobs offered a special tribute to the Apple ads from TBWA/Chiat/Day.
Apple distributed an artsy compilation of the "Think different" campaign at the Cupertino, Calif., event, where Jobs introduced a video of the best of the Playa del Rey, Calif., agency's TV spots. The biggest roar from the crowd came from a line that most viewers might even miss in a current Jeff Goldblum ad for the blue iMac. Referring to makers of beige computers, the actor offhandedly asks, "Have they been in thinking jail?" Perhaps the veiled reference to Apple's omnipresent "Think different" slogan clicked with the Macintosh minions.
Jobs' announcement of fourth quarter profits of $106 million also clicked, and got almost as much applause.
--Joan Voight