“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,” David Goetzl reports for MediaPost.
“A unit of TBWA Chiat/Day handles the iPhone account and created the [recent iPhone] 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,” Goetzl reports.
Goetzl reports, “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.”
Full article here.
Apple’s iPhone teaser ad “Hello” via YouTube:
See the “Hello” iPhone ad in higher quality via Apple.com: http://www.apple.com/iphone/hello/