Apple - "Referee" by ANDY Awards 2008
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Apple - "Referee"
- Brand: Apple
- Country: United States
- Advertiser: Apple
| Title | Referee |
| Agency | TBWA\Media Arts Lab |
| Campaign | PC vs Mac (US) - Apple |
| Advertiser | Apple |
| Brand | Apple |
| Posted | January 2008 |
| Product | Mac |
| Business Sector | Computers, PDAs & Calculators |
| Media Type | Television |
| Length | |
| Market | United States |
| AI Description | The ad opens with a Mac and a PC standing beside a referee on a clean white backdrop. The Mac introduces itself casually, while the PC, dressed formally, questions the referee's presence. The referee is there to ensure fair play, preventing the Mac from boasting about the Leopard operating system being better and faster than Vista. Humor ensues when the Mac deflects responsibility to The Wall Street Journal's review. The referee, after "reviewing," confirms the claim, leading the PC to protest hysterically. The referee, standing firm, ejects the PC amid comical disbelief, as the PC laments its situation. The visual concludes with a sleek shot of the Apple Mac monitor, reinforcing the product’s branding. |
| Production Company | Epoch Films |
| Editing Company | Mad River Post |
| Chief Creative Officer | Lee Clow |
| Executive Creative Director | Duncan Milner |
| Executive Creative Director | Eric Grunbaum |
| Art Director | Chuck Monn |
| Copywriter | Jason Sperling |
| Copywriter | Alicia Dotter |
| Associate Creative Director | Chuck Monn |
| Associate Creative Director | Jason Sperling |
| Agency Producer | Cheryl Childers |
| Agency Producer | Hank Zakroff |
| Agency Producer | Perrin Rausch |
| Director | Phil Morrison |
| Post Production | Company 3 |
| Editor | Valerie Thrasher |
| Director of Photography (DOP) | Peter Donahue |
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