Black Eyed Peas “Hey Mama” iPod Commercial (2003)

Silhouettes reach television

Apple's silhouette campaign began in magazines, on billboards and on the web in September 2003, and its first television commercial followed in early October, as the new US television season got under way. The 30-second spot is set to "Hey Mama" by the Black Eyed Peas. Black silhouetted dancers move energetically while a rainbow of colours cycles behind them, their iPods and earphones showing as white highlights. The end card reads "iPod", then "Mac or PC", followed by the Apple logo. MacTech reported viewers spotting it during NBC's The West Wing. Award archives list the spot as "Hip Hop", made by TBWA\Chiat\Day Los Angeles with director Dave Meyers and production company RadicalMedia. The look is credited to art director Susan Alinsangan, working with Lee Clow and James Vincent.

Re-cut for Windows

Apple launched iTunes for Windows on 16 October 2003, and by early November the commercial had been modified so that its closing titles read "iPod + iTunes" and "Now for Windows". In June 2004 the silhouette campaign won the US$100,000 Grand Prize at the Kelly Awards, presented by the Magazine Publishers of America.

The song

"Hey Mama" comes from Elephunk (June 2003), the Los Angeles group's third album and the first with Fergie, who joined will.i.am, apl.de.ap and Taboo in 2002. Produced by will.i.am, with vocals from British reggae singer Tippa Irie, it went to US radio as the album's third single on 12 January 2004. It peaked at No. 23 on the Billboard Hot 100, No. 6 in the UK and No. 4 in Australia.

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