Apple is promoting the new line of MacBooks as the Green Apple Family – linked with the claim that the notebooks’ aluminum and glass enclosures are completely recyclable, are engineered to be so efficient they run on a quarter of the power of a single light bulb, and without the harmful toxins found in other computers. Apple’s site, dedicated to the new marketing line, highlights the use of arsenic-free glass, mercury-free LED backlit display, BFR-free internal components, PVC-free internal cables, highly recyclable aluminium and glass enclosure, and up to 41 percent smaller packaging.
A simple commercial shows the MacBook, with green grass on the screen, revolving around under animated symbols of environmental friendliness. Music used in the Green Notebooks commercial is a selection from “Run” by Broadcast 2000.
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The Green campaign was developed at TBWA\Media Arts Lab by chief creative officer Lee Clow, executive creative directors Duncan Milner, Eric Grunbaum, creative directors Jason Sperling, executive creative director/art director Scott Trattner, associate creative directors/art directors Chuck Monn, Nathan Iverson, senior copywriter Krista Wicklund and agency producers Anne Oburgh, Perrin Rausch.