Improvisation Powers BBDO Apple Campaign By Shelly Garci

LOS ANGELES - BBDO Los Angeles executives expected to come away with three versions for the second Apple PowerBook TV campaign, an extension of the print wo

The campaign, which breaks this week, uses a combination of real people and improv actors to deliver a message combining the PowerBook’s versatility with Apple’s reputation as the kinder, gentler computer company. ‘We wanted to say that this is a product for anyone, and it really reflects who you are,’ said Chris Wall, creative director and writer on the campaign.