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Campaign Boosts Apple iBook

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Apple Computer Inc. offers a lifestyle pitch and a product-as-hero approach in two TV spots breaking Monday for its new iBook laptop computer.

A 60-second spot shows a twentysomething man boarding a plane and surprising the flight attendant by requesting the middle seat. On board, he uses his tray, and those of dozing passengers next to him, to hold CDs and equipment while he edits a home movie on his iBook. As the spot ends, adjacent passengers look on curiously, and he uncorks an audio track of ?Who Let the Dogs Out? -- delighting his neighbors and dismaying sleeping passengers.

More in line with past efforts, a 30-second spot from TBWA/Chiat/Day, Marina del Rey, Calif., shows the new iBook as a narrator, not the usual Jeff Goldblum, says it is an organizer and CD recorder. Conclusion: ?The new iBook. Would you like that to go?"

Apple bowed the iBook, sporting a sleeker design and lower pices than previous offerings, on May 1. The company has credited its Titanium PowerBook, released in January, for its recent turnaround, though iBook sales have lagged.