Apple Computer's controversial "Think different" campaign from TBWA Chiat/Day in Venice, Calif., is set to go international.
The campaign, which uses images of historical figures including Martin Luther King Jr., Mahatma Gandhi and Albert Einstein, will roll out to Apple's international markets in the next 30-60 days, according Allen Olivo, the Cupertino, Calif.-based computer company's new senior director of worldwide advertising and marketing communications.
"It will [roll out] in varying stages," Olivo told Adweek. "It has taken a little longer because of language issues. One of the things we're doing is weaving in new cultural icons in each market."
TBWA C/D will handle all of the creative work, but some of the media buying in Europe will continue to be handled by roster shops. Apple Computer Europe last week assigned its $15-20 million Pan-European media account to Carat from Omnicom Group's Optimum Media Direction.
The TBWA C/D campaign broke in the U.S. in September. It is the first campaign from the agency since it regained Apple's North American account earlier this year. The branding campaign positions Apple as the choice for creative professionals and educators.
The response to the U.S. campaign has been "overwhelmingly positive," Olivo said, adding that consumers identify with various figures in the ads.
The next phase of the U.S.
campaign will roll out within the next 30 days, Olivo said, but he declined to give specifics. The ads will carry more product information than the current ads, he said, but will continue to use recognizable figures. In addition, the "Think different" tag will remain.
Olivo praised TBWA C/D chairman and chief creative officer Lee Clow, referring to him as "one of the great icons of American advertising."