Apple Computer moved its TV campaign beyond brand pitch to product performance in a TV spot that broke Feb. 4. The ad claims a new chip in Apple's Macintosh makes the Mac faster than PC's with Intel Corp. chips. The comparative approach is reminiscent of old Apple ads that compared the Mac to PCs with MS-DOS. Apple has shied away from anti-Microsoft messages since Microsoft Corp. bought a minority stake in Apple last summer. TBWA
Chiat/Day, Venice, Calif., handles.
Copyright February 1998, Crain Communications Inc.