Apple: Sillouette by TBWA\Chiat\Day New York

Client: Apple
Date: Feb 2017
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In 2003 Chiat\Day came up with the iconic imagery synonymous with Apple’s iPod – the silhouette.

Replacing the original iPod spot from 2001 which featured a man dancing alone in his room, the silhouette spots show dark characters dancing energetically in front of brightly colored backgrounds.

Often set to upbeat numbers, Australian band Jet’s hit Are You Gonna Be My Girl was one of the first tracks to be used, with Apple going on to change the style of the ad in further iterations depending on a song’s genre or theme.

Gold (Clio Awards 2004)

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