Tuesday, November 11, 2008

Trail Mix: Apple Video Banner Ads On This Morning's NY Times

Originally this morning's post reported that a November 8th post from Radar Online says Apple is ending its "I'm a Mac" campaign featuring Justin Long and John Hodgman, created by their ad agency, TBWA\Chiat\Day.

However, it seems the Radar article was wrong in reporting Justin Long had been dropped from the campaign and had I looked closer, I would have discovered it was wrong 2 years ago. My thanks to copywriter Tom Chandler for pointing that out.

I do hope you get a chance to see something in that campaign that was on the front page of today's New York Times online version.

It was a video banner ad that begins with Long and Hodgman discussing the latest Mac satisfaction survey, as they appear in a right hand column banner. Hodgman, then exits the banner as if walking up a set of stairs behind the actual NY Times content. He then appears in the upper banner as if he just climbed up into an attic at the top of the page. At this point he begins trying to move the satisfaction meter lever over, while still talking with Justin Long's character who's still in the lower right banner video ad.

I have to say, it's the most innovative use of online banner ads I've seen, perhaps ever.

Kevin McIntosh is a freelance copywriter in the Nashville market. His work can be seen at www.KevinMcIntosh.com

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