MacBook campaign heats up
In recent days, readers report seeing more of Apple's "greenest family of notebooks" ads during prime time television on FOX and other networks. The spots tout the premium-priced MacBooks and MacBook Pros at a time when rival PC vendors are instead surrendering to the economy and pushing margin-diluting, budget machines such as netbooks.
Visitors to the websites of Ars Technica, CNN, the New York Times, and others were similarly greeted this week with a web ad of considerable stature, in some cases consuming as much as 25 percent of the above-the-fold real estate on those websites when viewed on a notebook-sized screen.
The latest ad spotlights the new $2800 17-inch MacBook Pro, with its "revolutionary new battery that has a lifespan of up to five years, three times longer than batteries in most notebooks." Apple explains in the spot that this will translate to "fewer batteries in landfills."
Back in May of 2007, Apple chief executive Steve Jobs authored an open letter outlining the company's green goals and noted the progress it had already made in comparison with its competitors.
Ad agency's BlackBerry bullet opens fire on Apple
In the ad industry, creative firms sometimes produce "spec" spots to demonstrate their talent and catch the eye of companies' marketing departments. New York-based Guava, with its concept for Research In Motion's BlackBerry Storm, has gained plenty of attention with an anti-Apple message that's now unlikely to go much further than internet circles.
The ad depicts a blackberry bullet making a mockery of an apple in slow motion. The bullet continues through the fruit with the tagline, "The world's first touch-screen BlackBerry. Nothing can touch it."