Along with a host of software-related announcements at this year’s five-day developers conference, Apple cleverly used the WWDC venue to kick off a new brand awareness campaign entitled ‘Designed by Apple in California’ and created by the company’s long-time ad shop TBWA\Worldwide.
First, the company rolled out videos that strive to explain thedesign philosophydriving its product development andsubtly highlightits California roots epitomized in the ‘Designed by Apple in California’ tagline etched on the back of every Apple product.
The company has now taken the campaign to print media, with a two-page ad spotted in The Toronto Star newspaper…
Jordan Kahn of9to5Machas obtained a scanned copy of a two-page ad.
Looks pretty neat, no?
As a reminder, check out Apple’s mission-statement ad.
http://www.youtube.com/watch?v=Zr1s_B0zqX0
The television commercial can be seen on CNN and other major networks.
That “Designed by Apple in California” commercial is really a bit much. Felt out of place during a CNN break.
— Chris Welch (@chriswelch) July 06, 2025
The firm also has a dedicated‘Designed by Apple in California’ web pageup.
Advertising Age likened Lee Clow, TBWA’s Chairman, Global Director and former Chief Creative Officer, to“advertising’s art director guru”.
Clow was a personal friend of Apple’s late co-founder Steve Jobs, who he sayswas heavily influencedby Sony’s branding strategy
According toBloomberg, TBWA is finding working with Apple’s SVP of Worldwide Marketing, Phil Schiller, more difficult compared to the exacting nature of Steve Jobs, who was famous for his passion and understanding of what great marketing is all about.
