FORTUNE -- Apple (AAPL) took some heat for "Misunderstood" -- a holiday TV ad that spent most of its precious 90 seconds seeming to reinforce the stereotype of a socially awkward teenage boy with his nose in a smartphone. But that was before the critics saw what Samsung and Nokia (NOK) UK had served up for the holidays.
Last year, it was Samsung that seemed to have the magic touch on TV, producing spots like El Plato Supreme, a pre-Superbowl video that drew nearly 10 million views on YouTube. Then Samsung's ad agency lost the services of Scott Trattner, the creative director behind some of Apple's best work, including the long-running Get a Mac series. In February, Trattner came back to TBWA\Media Arts Lab, Apple's agency, and it showed.
Earlier this month, Trattner jumped again -- this time to Facebook (FB).
Apple has been aiming for the heart, Nokia for the jugular.
FORTUNE -- If, like me, you haven't been watching much ad-supported TV this summer, you may have missed the dramatic miniseries being played out on what used to be called Madison Avenue -- before so much of the business moved to the Coast.
The latest episodes pit Apple (AAPL), represented by BWA/Media Arts Lab, against Nokia (NOK), represented by WPP's JWT.
Its pitches much MOREPhilip Elmer-DeWitt - Aug 18, 2013 1:29 PM ET
The creator of Get a Mac - and Samsung's Superbowl ads - is back at Apple's agency
FORTUNE -- We were not alone in thinking that the balance of creative advertising power shifted when Scott Trattner -- widely credited with some of Apple's (AAPL) most successful ad campaigns, including the long-running Get a Mac series -- left TBWA/Media Arts Lab for 72andSunny, the agency behind a spate of recent Samsung commercials that went viral. My favorite: El MOREPhilip Elmer-DeWitt - Mar 19, 2013 8:42 AM ET
The creator of Apple's best-known ad campaign left after his Mac Genius spots bombed
FORTUNE -- I thought Samsung's pre-Superbowl commercial -- the one featuring Seth Rogen and Paul Rudd as copy writers hamstrung by the threat of trademark lawsuits -- was quite clever. Brilliant, even.
But I also wondered whether the inside joke it was making -- about Apple's (AAPL) long-running legal battles with Samsung -- might go over the heads MOREPhilip Elmer-DeWitt - Feb 3, 2013 6:34 AM ET
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