New campaigns: Apple stresses ease of use, multimedia

Apple Canada has gone back to its marketing roots with a new national campaign stressing its heritage - ease of use.The campaign, from bbdo in Toronto, focusses on multimedia applications, and uses tv, outdoor, radio, newspaper and magazine advertising.The two tv...

Apple Canada has gone back to its marketing roots with a new national campaign stressing its heritage – ease of use.

The campaign, from bbdo in Toronto, focusses on multimedia applications, and uses tv, outdoor, radio, newspaper and magazine advertising.

The two tv spots are running in the Ontario market only.

The first is seasonal, and shows Mom and Dad trying and failing to load a dos-based computer, a child’s Christmas present, with software.

Dad says, ‘Maybe we bought the wrong installation program,’ and Mom replies, ‘Maybe we bought the wrong computer.’

The second commercial shows Dad trying to load game software into the computer for his son.

The wait is too long for the boy, who leaves to go and play at a friend’s house because his friend has a Mac.

The final signature on both spots is ‘Macintosh. Multimedia you can use.’

New commercials will be added in the new year.

The three print advertising executions use the same tagline, but take the approach that ‘Multimedia should be as easy as point and click.’

Life and death for Vision TV

print ads in television listing publications across the country are being used by Vision TV to promote a two-part National Film Board production on The Tibetan Book of the Dead, the Buddhist philosophies of life and death, shown Dec. 6 and 13.

The first ad features a visual of the original Book of the Dead, with the headline, ‘The book millions are reading to die.’

The ad promoting part two shows a miniature version of the first ad, with the line, ‘This ad is a reincarnation of last week’s ad.’

Credits go to Big Black Hat of Toronto: Pat Pirisi, writer, and Michael Moss, art director.

I.D.A. Health View campaign

i.d.a. Drugstores is supporting the launch of its Health View Library with a campaign featuring Canadian Olympic rower Silken Laumann as spokesperson.

Two 30-second and four 15-second television commercials have been created by JW&R Advertising of Brampton, Ont. to introduce the video library of health topics available free of charge at all i.d.a. locations.

In two of the spots, Laumann introduces the library and is seen rowing and exercising while consumers are shown learning about health topics in the other commercials.

Credits go to Cathy Anderson, creative director; Diane Bracuk, senior writer, and Joanne Cochrane, producer.