IBM ThinkPad spot was klutz proof but not Apple devotee proof

by Daniel Farey-Jones, Brand Republic 27-Apr-05, 08:40

LONDON – A television ad for an IBM laptop has been pulled after Apple geeks, notorious for their devotion to all things Apple, mobilised to complain that Big Blue was not the only company to offer 'Klutz proof wireless'.

The Ogilvy & Mather-created ad for IBM's ThinkPad had run for almost a year, during which it was the only computer to feature drop protection technology, or "Klutz proof wireless".

However, after Apple introduced the same technology in its PowerBooks at the end of January 2005 and the ad was aired in February, two viewers and Apple fans complained. They said the ad's strapline, "Klutz Proof Wireless. Only on a Thinkpad", was misleading.

IBM decided to withdraw the ad before the Advertising Standards Authority upheld the complaint, which it said was misleading. IBM also withdrew the claim from its website.

O&M said it booked the airtime for the ad before the PowerBooks became available in the UK and they had only been on the market for five weeks when the IBM ad last ran.

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