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Apple this month put a commercial on its Web site that it hypes as another Apple innovation. Pitches the promo at "You're about to witness a moment in the emergence of the Internet as the medium of the future: the release of the first cinematic, made-for-the-Web advertisement -- a TV commercial that's not for TV. It's from Apple, of course." Only problem: The spot from TBWA/Chiat/Day, Playa del Rey, Calif., wasn't first. Micron PC launched a $1 million-plus spot from Bam!/Austin designed primarily for the Web on Dec. 28 (AA, Dec. 21). Micron is managed by the same maverick crew that ran renegade Apple clonemaker Power Computing before Apple's Steve Jobs pulled the plug on clone licenses. Said Micron creative dir. Mike Rosenfelt: "Steve Jobs and Apple obviously know a great idea when they borrow one." Apple ad boss Allen Olivo had no immediate comment.

Lee Clow rising to the challenge

TBWA's New York office appeared close to landing United's global biz in 1996 before the airline handed U.S. biz to Fallon McElligott, Minneapolis, and intl. to Y&R Advertising, NY. But TBWA's Lee Clow is still keeping an eye on the airline, sending United a letter advising it to pull the Shuttle by United name off planes because of the public and press bashing taken by the LA/SF shuttle. United is renovating the deplorable LAX shuttle terminal, creating a state of construction chaos. Arriving at that terminal, Clow tells Adages, is like landing in Beirut. TBWA, it should be added, wants to land an air account. Clow says only that the agency has its eye on "some airlines."

Compaq recruits WW media chief

Compaq hired tech ad vet Sharon Hamilton as its first worldwide media dir., joining the trend of tech media czars. IBM hired Marianne Caponnetto as its first global media chief in 1994, and Microsoft followed last year when it recruited Lynda Richardson to be media director. Hamilton, most recently at Rockwell Int'l, saw the posting on a Web jobs board and jumped.

Bowl berth . . . A&L . . . VW & GM

Cadillac is scrambling to buy a Super Bowl slot for the new Escalade sport-ute, spies tell Adages. Caddy had hoped to get an Escalade campaign on the air by no later than mid-Dec., but ad launch was delayed when Caddy picked non-GM roster shop Berlin, Cameron & Partners/NY over DMB&B/Troy, Mich., and LA, to shoot the first commercial. Dealers have begun to advertise and sell the truck, putting more pressure on Caddy to deliver the campaign. . . . Anderson & Lembke, the SF agency owned by McCann-Erickson, is going down under for its new boss. Nick Bishop, mging. dir. of McCann/Sydney, takes over in mid-Feb. Former prez Mike Windsor jumped last year to O&M/NY. . . . VW ad dir. Liz Vanzura, noting on a panel at Automotive News World Congress how VW has had "more demand than supply," said VW has been steering cars in short supply to dealers with high customer satisfaction. Shot back panelist Phil Guarascio, GM's ad chief: "I'd like to have that problem."

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Jean Halliday, Chuck Ross and Laurel Wentz.

Got an Adage? Tell Brad by phone, (323) 651-3710, ext. 111; fax, (323) 655-8157;

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