Director of removed Apple ‘Genius’ ads quits

Karen Haslam
25 August, 2012
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The creative director behind Apple’s ‘Genius’ ads has quit.

Scot Trattner was an executive creative director at TBWA/Media Arts Lab, he is moving on to a post at agency 72andSunny.

While Trattner’s latest Apple ad campaign hasn’t been well received, he has had more success with other Apple campaigns, including the ‘I’m a Mac’ campaign.

Trattner has worked on campaigns for Apple since 2004.

Regarding his ex-colleagues, Trattner said: “I’ve known John [Boiler], Glenn [Cole] and Matt [Jarvis] for a long time and have admired their work and approach to creativity.” TBWA declined to comment.

72andSunny CEO John Boiler said: “Scott’s track record for creating colossal impact on behalf of his clients is second to none. His work has not only shaped one of the biggest brands in the world, but redefined industries,” writes Advertising Age.

Apple has pulled the ‘Genius’ ads from its YouTube channel and the website. The series of Genius ads that screened during the Olympics Opening Ceremony have been deemed ‘embarrassing’, ‘cheap’, ‘cringe-inducing’, and ‘dreadful’.

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