TBWA Chiat/Day is unleashing an estimated $100 million campaign--the largest wordlwide marketing campaign ever--to support the Aug. 15 introduction of Apple's stylish, Internet-friendly iMac computer.
TBWA Chiat/Day, Venice, Calif., broke starkly simple national ads over the weekend that feature images of the machine as well as Apple's Web address and revamped black logo. The $100 million budgeted for the global launch, which continues over the next five months, is equal to Cupertino, Calif.-based Apple's total profits for the last quarter.
Ads will continue the "Think different" theme, said sources, and feature at least one new personality. Aimed primarily at Mac users and first-time computer buyers, they will focus on the machine's Internet capabilities, using its purported convenient access to the Web to attract consumers.
"iMac does for Internet computing what the original Macintosh did for personal computing," said Steve Jobs, Apple's interim chief executive, in a statement.
Painting the new computer, priced at $1,299, as an Internet terminal, the upbeat ads stress ease of use, simplicity and speed, said Phil Schiller, vice president of worldwide product marketing, in published reports.
CKS Partners, San Francisco, and CKS Pictures, Cupertino, Calif., are handling worldwide marketing assignments for the launch including retail displays and promotions, CD-ROMs, videos and Apple's Web site, said agency sources. The agency is also handling trade show presentations, such as MacWorld in New York, where plans for the iMac were first unveiled.
--with Jane Irene Kell