The ghost of Steve Jobs is all over this one, espousing the same philosophy that captured the cult all those years ago. but since the cult has moved on to android and Samsung phones are outselling iPhones in a big way, Apple needs to be relevant and not sound dated. So they balanced out their philosophy of their turtlenecked guru with some sort of new relevancy: Designed by Apple in California.

I sure hope that isn't merely a tricky way of saying "We thought of it here, even though we still outsource the actual production to China."

Client: Apple
Agency: TBWA\Media Arts Lab
CCO: Duncan Milner
ECD: Eric Grunbaum
GCD: Chris Ribeiro, Drew Stalker
ACD/AD: Zamir Antonio, Melinda Keough, Niraj Zaveri
ACD/CW: Kevin Butler, Brooks Jackson
AD: Joe Fotheringham
CW: Rob Goldenberg
Executive Producer: Mike Refuerzo
Agency Producers: Hank Zakroff, Mallory Gordon, Tessa Kocourek, Woody Smith
Production Co: Radical Films
Director: Derek Cianfrance
DP: Matthew Libatique
Editorial Company: Nomad Editing Company, Inc.
Editor: Jared Coller, Billy Sacdalan , Tom Muldoon
Post Co: Company 3
Lead Smoke Artist: Brian Robinson
Lead Flame Artist: Glenn Bennett
Colorist: Tom Poole

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.