Client:

Apple Computer
 

The Assignment:

In 1993, The PBN Company was retained to introduce
the Apple Computer in Russia and the other countries of the former Soviet Union (FSU). Historically, DOS-based computer systems dominated the consumer market in the FSU. Apple Computer's strategy for the launch was to demonstrate their system's ability to outperform traditional DOS-based systems in all settings — education, business, government and personal home use.
 

PBN’s Strategy:

The PBN Company wanted to make a splash with the announcement that Apple Computer was entering the Russian market. So we revised Apple's legendary commercial, which introduced Apple Computer to American consumers during the Super Bowl in 1984. Featuring the Big Brother iconography from George Orwell's classic, 1984, the commercial was a fitting way for Apple to make its mark on the Russian marketplace.
 

Results:

More than 220 million households viewed the commercial in Russia and the FSU. Most importantly, the commercial was a hit with the news media. At the press conference unveiling the commercial, media from around the world attended, including Reuters, UPI, Agence France Presse, and all U.S. broadcast networks, as well as CNN, Reuters Television, and dozens of international and Russian newspapers such as the Wall Street Journal and Christian Science Monitor.