In addition to the "I'm a Mac" campaign mentioned by others, a recent example would be the "If you don't have an iPhone..." campaign: http://www.apple.com/iphon

In addition to the "I'm a Mac" campaign mentioned by others, a recent example would be the "If you don't have an iPhone..." campaign: http://www.apple.com/iphone/gallery/ads.html http://www.apple.com/iphone/gallery/ads.html