Apple may have changed music forever by introducing the iPod MP3 player in 2001, but could the iPod take pictures? No. You’d have to wait for the iPhone to arrive in 2007 for an Apple device to do both. In the meantime, Olympus offered Super Bowl XXXIX viewers the m:robe 500i, a digital music player that took photos, with two spots via The Martin Agency featuring pop-and-lock dancing.
The ads kicked off a $10 million ad campaign for the m:robe, as Olympus said at the time, although the big-game time would have absorbed about half that on their own. Other media buys for the product included the Grammy Awards later that month, print ads in the Sports Illustrated Swimsuit Issue and promotion at Olympus Fashion Week in New York.
Director: Dave Meyers, a music-video veteran who had also worked for Nike, the NFL and, in fact, Apple -- making the classic 2003 iPod commercial “Rock.”
AGENCY: The Martin Agency