The Cure for iPhone Envy: The story behind the doubleTwist ad
For our “The Cure for iPhone Envy” ad campaign we leased the window on the BART exit outside the SF Apple Store. Our contract with BART’s ad agency specified that the ad would go up on Monday morning, the day of the WWDC keynote. However, the ad agency jumped the gun and our ad went up on Friday the weekend before. Shortly after the ad was put up, it was ripped down by a BART employee. A tipster sent me pictures of this happening:
BART’s excuse for ripping down the ad was that it was “too dark” and not letting through enough light into the BART exit. However, we have pictures that show there was plenty of light coming through the ad (the ad is printed on a clear plastic material):
We then submitted the following revised ad with a white background. A white ad would have let even more light through (notice how bright the bottle is in the original ad above). However, it was rejected for having a solid white background (!).
At the ad agency’s request, we then made the background completely transparent. It’s a lot harder to read text on a transparent background… After complying with all their requests to change the ad, we still haven’t been given a firm date on when the ad will be back up.
Apple is a major BART advertiser (in the past they’ve plastered entire BART stations with iPod ads). Apple’s WWDC conference ends on Friday. It’s pretty obvious what’s going on here… I’m sure our ad will conveniently be back up after WWDC ends.