Lee Clow's advertising team at TBWA\Chiat\Day wanted to celebrate the iconic nature of the iPod and its whiteness
rather than create more traditional product-introduction ads that showed off the device's features.
James Vincent, a lanky young Brit who had played in a band and worked as a DJ, had recently joined the agency,
and he was a natural to help focus Apple's advertising on hip millennial-generation music lovers rather than rebel baby boomers.
With the help of the art director Susan Alinsangan, they created a series of billboards and posters for the iPod,
and they spread the options on Jobs's conference room table for his inspection.
At the far right end they placed the most traditional options,
which featured straightforward photos of the iPod on a white background.
At the far left end they placed the most graphic and iconic treatments,
which showed just a silhouette of someone dancing while listening to an iPod, its white earphone wires waving with the music.
"It understood your emotional and intensely personal relationship with the music," Vincent said.