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Apple 'Think Different' Advertising by Lee Cow
· 20.03.2021 · 21:49:03 ··· Samstag ⭐ 0 🎬 0
📺 AD Wonk
Apple’s 1997 'Think Different' advertising campaign helped to establish Apple as the company we know today. At the time the ad campaign was made, Apple was in a poor financial situation, having lost hundreds of millions of dollars in previous years.
Apple’s reputation had also suffered and much of their advertising had been very dull for some time – imagine the Apple we know today running an ad saying they are 45! They desperately needed to recapture some of the mystic and appeal of their early days.
The 'Think Different' campaign perfectly responded to this brief – it’s both modern and nostalgic. It taps into Apple’s triumphs of the past and creates a perception of being fundamentally different from other companies – of being genius. The slogan, which brilliantly captures attention and delivers a memorable message, is a phenomenal copy line.
Many people suggest it’s a play on IBMs past message of THINK, but I suspect Lee Cow, the legendary creative director of the ad, may have been a fan of the VW ‘Think Small’ Adverts that were similarly brilliant. Either way, Think Different works perfectly with the images of charismatic geniuses from the past. It also reflects back to Apple’s original rebel genius image and gives the company back the magnetism that had largely been lost over the previous 10 years.
'Think Different' is one of the best adverts of the 90s and played a role in starting the success story that is Apple today. It shows how ads can rebuild brands and it’s simplicity, directness, and use of sentiment are great lessons for the advertisers of today.
#ThinkDifferent #ApplePrintAds #AdWonk
· 20.03.2021 · 21:49:03 ··· Samstag
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