‘Designed by Apple in California’ campaign extends to print

By , Jun 25, 2013

Designed by Apple in California

Along with a host of software-related announcements at this year’s five-day developers conference, Apple cleverly used the WWDC venue to kick off a new brand awareness campaign entitled ‘Designed by Apple in California’ and created by the company’s long-time ad shop TBWA\Worldwide.

First, the company rolled out videos that strive to explain the design philosophy driving its product development and subtly highlight its California roots epitomized in the ‘Designed by Apple in California’ tagline etched on the back of every Apple product.

The company has now taken the campaign to print media, with a two-page ad spotted in The Toronto Star newspaper…

Jordan Kahn of 9to5Mac has obtained a scanned copy of a two-page ad.

Desinged by Apple in California print ad

Looks pretty neat, no?

As a reminder, check out Apple’s mission-statement ad.

The television commercial can be seen on CNN and other major networks.

The firm also has a dedicated ‘Designed by Apple in California’ web page up.

TBWA is behind some of the most memorable Apple advertisements, like the ‘Think Different’ campaign, the now famous ‘1984‘ commercial and the iPod silhouettes ad series, to name just a few.

Advertising Age likened Lee Clow, TBWA’s Chairman, Global Director and former Chief Creative Officer, to “advertising’s art director guru”.

Clow was a personal friend of Apple’s late co-founder Steve Jobs, who he says was heavily influenced by Sony’s branding strategy

According to Bloomberg, TBWA is finding working with Apple’s SVP of Worldwide Marketing, Phil Schiller, more difficult compared to the exacting nature of Steve Jobs, who was famous for his passion and understanding of what great marketing is all about.

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  • Stefano ‘Graziani’ Polo

    My issue with the ad is that it’s being used way too much. I seem to come across it in nearly each show I watch. Also it’s too emotional, like somehow our country is pulling through some very bad times but there’s a light at the end of that tunnel because Apple is designed in the US.

    • Gorgonphone

      apple is trying to program people to accept what ever they put out…

  • Mohammad Ridwan

    iOS 7 was also designed by Apple in California…. *sigh*

    • planetcoalition

      And it is awesome.

      • Gorgonphone

        …… :(

    • Gorgonphone

      I know :( i was hoping beta 2 would included a tweaked UI design but nope ive is gonna be stubborn on this one..

      • Mirk Zwart

        Or he needs more than two weeks, not that I think it needs fixing but still..

      • Gorgonphone

        yeah that thing needs at least 1 month of 12 hour a day work don to it

  • MarcPhilippeB

    Frankly: this ad campaign is outstanding. It delivers the core message that Apple needs to revamp so urgently.