1) TBWA/Chiat/Day produced Apple’s most iconic advertising — the Ridley Scott directed 1984 ad, as well as the “Think Different” campaign. 1984 was so disruptive that the Apple board attempted to have it pulled before it aired at the Super Bowl, but they couldn’t sell the spot. Thank God. The ad became a hit in the media and went on to receive massive acclaim from the advertising community. Today, after Mean Joe Green, it is probably the most iconic piece of advertising in existence.
For all that though, the Mac didn’t sell well during the holiday season. Then, in 1985, Jobs left Apple amid a power struggle with former Pepsi CEO John Sculley, who he had courted himself to come on board.
2) Legend has it that way back when the PC dinosaurs still walked the Earth, returning company co-founder Steve Jobs sought a mantra to show Apple was back in business, and the acclaimed ‘Think Different’ campaign was born.
3) Mac vs. PC ads, which featured comedic personality John Hodgman as a PC and actor Justin Long as a Mac in a series of commercials that involved frumpy, nervous Hodgman revealing his various insecurities and inefficiencies to the calm and cool Long. The format was so popular and so iconic that it was parodied everywhere.
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4) The introduction of the iPod, which worked on both PCs and Macs. It was a stealth agent sent to investigate the enemy camp and win over converts. It was introduced with a series of bright and poppy commercials featuring dancing and lip-syncing silhouettes and popular tracks from the likes of Jet, Wolfmother and Daft Punk. They were impossibly fun and infectious:
5) Unreleased :
When developing the Think Different ad campaign, Lee Clow from Apple’s agency TBWA\Chiat\Day asked Steve Jobs to narrate the ad. Steve was reluctant initially because he didn’t want people that viewed the ad to relate to him, but the Apple. He finally obliged but in the end, Apple choose to use Richard Dreyfus’ voice.
Featuring: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon & Yoko Ono, Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart & Bernt Balchen, Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, Pablo Picasso. The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if to see the possibilities before her.