Apple has already had its in-house team create the iPad Air ad comparing the device's thickness to a pencil, and has been responsible for other ads that have aired this year. Apple's own team features a couple hires from ChiatDay, and Tyler Whisnand, who is the lead of Apple’s creative team, according to the people familiar with the companies. Apple also hired music director David Taylor back in January.
An Apple team made the iPad Air ad last year that highlighted the device’s thinness, as well as a spot this year with Robin Williams quoting from the film “Dead Poets Society” and other ads airing now, said Amy Bessette, a spokeswoman for Apple. The internal team includes at least two people Apple hired away from Media Arts Lab, a TBWA unit that only serves the iPhone maker, people with knowledge of the matter said.
The Samsung trial revealed that the relationship between TBWA/Media Arts Lab and Apple had been shaky, so the move does not come as a complete surprise.