Wednesday, April 11, 2007

Apple May Tout IPhone With Multi-Culti Creative


by David Goetzl, Wednesday, Apr 11, 2007 8:00 AM ET
IN AN EXPECTED HEAVY-SPENDING CAMPAIGN to introduce its iPhone this summer, Apple appears to be considering multicultural creative for the multi-functional device. A would-be spot calls for individuals of diverse backgrounds to plug different aspects of the phone in their native tongues, according to a casting call.

The mobile phone, which also includes a widescreen iPod and Internet/email capabilities, is set for a June launch. So far, it's been the subject of a one-time ad--a spot during the Oscars featuring an array of clips where characters from shows ranging from "Lucy" to "Sex and the City" answered phones and said "Hello" to signify its coming release.

A unit of TBWA Chiat/Day handles the iPhone account and created the Oscar spot. It's not clear whether the agency is linked with the casting call, which claims to be only for a "spec spot," placing its ultimate fate in doubt. It seeks characters from various backgrounds, including Asian men who speak Mandarin; Hasidic males fluent in Hebrew; a French-speaking cab driver; a pair of Jamaican (or West Indian) women who can "speak with a thick patois accent" and others.

The characters would tout the phone in their native languages, while going about their routine business, such as the Asian men as customers in a fish market.

Filing will take place in Manhattan and Brooklyn. The conceit could involve linking a diversity of people with a diversity of features from the iPhone, although Apple did not respond to an e-mail seeking comment.

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