On the heels of Apple's claims that its iPod sales quadrupled in the fiscal third quarter and that 10 million songs have been downloaded from its 4-month-old iTunes online store, Omnicom's TBWA\Chiat\Day is breaking a print and outdoor campaign for the portable-music player.
Outdoor broke last week in Los Angeles, and print is set to appear in today's newsweeklies and October issues of music, sports and men's magazines. The ads from the Playa del Rey, Calif., agency show black silhouettes of young people grooving to music on their iPods against fuchsia, purple, green, yellow and hot pink backgrounds. Creative directors on the campaign were Duncan Milner and Eric Grunbaum.
Copy reads "7,500 songs in your pocket. Works with Mac or PC. The new iPod." (Older iPods were not PC-compatible.) Spreads add, "Welcome to the digital music revolution" and boast that more than 1 million iPods have been sold. Outdoor displays use no copy.
Apple and TBWA\C\D declined comment on the campaign.
In July, the Cupertino, Calif.-based client and Havas' Arnold broke "Pods Unite," touting an iPod co-promotion with Volkswagen. Total spending for iPod ads in the first half was $9 million, according to TNS Media Intelligence/CMR, up from $4 million in all of 2002.
The legal downloads that iTunes allows and the mobile music iPod provides are fast shifting the record-industry paradigm. iPods, which are pricier than other players, command a quarter of the mobile-music market, according to NPD/Techworld.