Following on from a successful US campaign, the UK leg kicks off today with poster ads and a TV campaign. The TV creative, conceived and developed by TBWA\London can already be seen at Apple's UK site and on YouTube.
There are three ads planned, all featuring Mitchell and Webb in which one plays the part of the PC and one plays the part of the Mac. They compare the PC and Mac in terms of crashes, viruses and discuss using an "office" computer such as the PC compared with using the Mac to improve home life.
The last major ad campaign Apple embarked on was for its iPod range and featured Bob Dylan in a global drive. In a similar style to the Mitchell and Webb ad, it featured Dylan standing against a stark white background while he performed his song 'Someday Baby'.
Apple recently entered the mobile market by unveiling its iPhone, which is yet to go on sale. Apple was promptly sued by internet technology firm Cisco Systems for using the name iPhone. The internet technology firm Cisco said it has owned the trademark since 2000, when it bought Infogear Technology, which had registered the name. Cisco says Infogear had previously used the name for several years.
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