TBWA\C\D Gets Shot At ITunes

Five months after BBDO launched the Pepsi iTunes promotion on the Super Bowl, TBWA\Chiat\Day’s Southern California office is getting a crack at the assignment, landing the estimated $15-20 million business without a review, sources said last week.

The effort, slated to break during the game next year, will run through the spring.

Sources said the reason for the switch to Omnicom Group’s TBWA\C\D in Playa del Rey, Calif., was that Apple Computer CEO Steve Jobs wanted the Apple agency to do the work so he could have more of a say in its creation.

TBWA\C\D declined comment. Executives at Cupertino, Calif.-based Apple could not be reached. A BBDO representative referred calls to Purchase, N.Y.-based PepsiCo, which could not be reached for comment.

TBWA\C\D sibling BBDO in New York did the first Pepsi iTunes promotion on the Super Bowl in February. That spot, set to Green Day’s cover of “I Fought the Law,” featured teenagers who were being sued by the record industry for illegally downloading music.

The commercial showed the teens drinking Pepsi while onscreen copy read, “Download music at iTunes. Legally.” The promotion offered 1 million free songs from Apple’s iTunes Music Store via codes on Pepsi products.

BBDO has handled the Pepsi brand since 1964. It also has diet Pepsi, the new Pepsi Edge, Mountain Dew, Sierra Mist and Aquafina.