NEW YORK Three new Apple TV spots by TBWA\Chiat\Day featuring black silhouettes grooving to tunes on their iPod portable music players begin breaking tonight, the agency confirmed.
In the spots, directed by music video director Dave Meyers out of @radical.media in Los Angeles, black silhouettes of men and women dance to different songs. One ad features hip-hop group the Black Eyed Peas' "Hey Mama." The background changes from one brilliant color to another, including pink, green and purple. Onscreen copy reads, "iPod" and "Mac or PC." There is no tagline, but the Apple logo appears.
Creative directors on the spots are Duncan Milner and Eric Grunbaum. Susan Alinsangan was art director and Tom Kraemer served as copywriter.
The commercials bring to life a print campaign, also created by the Playa del Rey, Calif., agency, which broke last month and is currently running outdoor and in music, sports and men's magazines. That campaign also features silhouettes against brightly colored backgrounds.
Apple in Cupertino, Calif., spent about $125 million advertising all of its products in 2002, according to TNS Media Intelligence/CMR.