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ANDY Awards

Creative Award
New York, United States
Apple - "Time Traveler" by ANDY Awards 2008

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TitleTime Traveler
Agency
Campaign PC vs Mac (US) - Apple
Advertiser Apple
Brand Apple
PostedApril 2009
Product Mac
Business Sector Computers, PDAs & Calculators
Media Type Television
Length
Market United States
AI Description This Apple television ad, part of the 'Time Traveler' campaign, plays on the humorous concept of a PC traveling to the future to resolve its persistent issues, like freezing and crashing. The scene features a PC character, dressed in a typical business suit, standing alongside a casually dressed Mac character. They are beside a futuristic time capsule labeled with the current year, 2009. The PC expresses its hope to find out if future technology will solve its recurrent problems. The PC steps into the time capsule, which then transports him to the year 2150. Upon returning, the PC character is still suffering from the same reliability issues, notably freezing up entirely while communicating. The visual style is minimalist and clean with a white background, highlighting the characters and their interaction. The ad ends with a display of an Apple Mac computer, reinforcing the message of stability and cutting-edge innovation associated with Apple products.
Editing Company
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Art Director
Copywriter
Copywriter
Associate Creative Director
Associate Creative Director
Agency Producer
Agency Producer
Agency Producer Perrin Rausch
Director
Post Production
Editor
Director of Photography (DOP)
Production Company

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