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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.
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