Scott Trattner, the executive creative director behind the “Genius” advertising campaign — which was quickly killed by Apple shortly after its debut — has left his role at TBWA/Media Arts Lab in favor of a new role with advertising agency 72andSunny.Trattner, who had worked with Apple since 1994 and created its hugely successful “I’m a Mac” campaign, will now enjoy clients Activision, Discovery Channel, Hewlett-Packard, Nike, and Apple’s biggest rival, Samsung.
While Trattner has had plenty of success with Apple, his latest project wasn’t so well received. The collection of “Genius” ads that recently began airing in the United States were pulled by the Cupertino company just weeks after their debut.
Apple hasn’t mentioned why the ads were pulled, but they did receive a lot of criticism. Some felt they made Mac users look stupid, while others called them embarrassing and cringeworthy.
Regarding his new colleagues at 72andSunny, 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.”
72andSunny CEO, John Boiler, told Advertising Age: ”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.”