The two new 60-second television commercials will air Sunday evening during ABC's broadcast of Toy Story, the animated feature film created by Pixar, which is headed by Apple's interim CEO Steve Jobs.
The campaign, themed "Think Different," is the first new ad series created by TBWA Chiat/Day for Apple in over a decade. The advertising agency, recently rehired by Apple, created the well-known "1984" commercial that appeared only once during that year's Super Bowl but left an indelible imprint on many who viewed it. The spot portrayed an athlete attacking an Orwellian figure speaking on a video screen by throwing a hammer at it as a hall filled with dazed followers looked on.
Jobs, in a statement, said the ad is the beginning of a "major marketing campaign to let our customers know Apple is coming back."