Susan Westre, Creative Director/Art Director
Chris Wall, Creative Director/Copywriter
Seiji Kishi, Art Director
John Dullaghan, Copywriter
Greg Ketchum, Copywriter
Michael O'Brien, Photographer
Apple Computer's PowerBook campaign lures in readers with a simple hook: Voyeurism.
In the "Contrasts" campaign from BBDO in Los Angeles, Apple pairs unlikely duos in stylish portraits alongside their answer to the question, "What's on your PowerBook?"
"It's sort of voyeurism about a person's life on this machine," says Susan Westre, senior VP-creative director and art director on the campaign. "It was an attempt to cleverly talk about what a PowerBook could do in an interesting and not boring matter."
The campaign began a year ago with real people. Eric Koivisto, pre-law, used his notebook computer for "my resume" and "love letters to Maggie." Oh, and "love letters to Kelly." His ad partner, Ned Laxton Wall, attorney at law, offered "94 pages of my first novel."
"Contrasts," which has brought in celebrities, has run in such varied magazines as The New Yorker, Smithsonian and Out. "We actually avoided some expected publications" like computer magazines, Ms. Westre says.
What's on her PowerBook? Old layouts. Old e-mails. And bios of candidates for future "Contrasts."