PDA

View Full Version : Apple Ad?


arn
Apr 25, 2002, 10:39 PM
daNYC writes with this:

New York Times Business Day section C7. There's an unusual full page ad for Apple. I suspect it\'s a tribute to Jay Chiat. The only text is in the top right hand corner \"Think Different\", with the Apple logo. And then there\'s an executive type with white hair sitting in a chair laughing. I think it must be Jay.

Can anyone confirm? Scan?

MacAztec
Apr 26, 2002, 12:45 AM
I dont get the New York Times!

I only get my local "Desert Sun" :D

Ensign Paris
Apr 26, 2002, 01:54 AM
I really hope this is the return of "Think Different" I love that campaign!

Ensign

iGav
Apr 26, 2002, 03:46 AM
I don't think Apple has any intention of getting rid of the 'Think Different' slogan, I believe that the 'Everything is easier' campaign is directed at consumers who are looking for their first home machine, or people who are considering maybe a mac, but believe the hype that you can't do anything with them.... and are scared off....

Alot of consumers don't want to be 'Different' they want to know that the mac is capable of doing everything a PC can do...... the 'Everything' campaign I believe is targeted at these kind of buyers, and is there for reassurance that mac is the superior platform..... and can do everything a PC can......

But if it is Jay Chiat in the advertisment, I think he's more than deserving of his place in the pantheon of Great People featured throughout Apple 'Think Different' campaigns!!!

mysticdp
Apr 26, 2002, 06:57 AM
Does anyone have the ad?

Matt.

pkradd
Apr 26, 2002, 07:30 AM
Of course this is a tribute to Mr. Chiat, who passed away a few days ago. He came up with the "Think Different" line. (Which I believe has rightfully passed into history).

j763
Apr 26, 2002, 07:59 AM
hey mysticdp

good to see that we've got yet another Victorian joining the forum... We've got 5 victorians here now...

welcome...

Beej
Apr 26, 2002, 08:18 AM
Originally posted by j763
hey mysticdp

good to see that we've got yet another Victorian joining the forum... We've got 5 victorians here now...

welcome... I don't want to get off topic, but who are they?

You, Me, mysticdp and...? (No offense intended to those I can't remember, I don't have a good mind for these sorts of things)



OK, getting back on topic. I know he he did the 1984 ad, but I didn't realise he came up with Think Different (did he?) Either way, it's great to see Apple pay tribute in that way (if it is in fact him...)

DavidOS
Apr 26, 2002, 08:54 AM
Victorian - somone who is from Victoria. look at the "location." it's not fancy lingo this time . . . :p

DavidOS
Apr 26, 2002, 08:55 AM
oops - you said WHO are they, not WHAT are they. Yikes, I feel like an idiot now, Sorry folks.

Mr. Anderson
Apr 26, 2002, 08:56 AM
Is someone going to post the ad, or am I going to have to go out and spend money on the paper. If I do, I'll take a picture of it with my DC and post it myself.

djniche
Apr 26, 2002, 08:59 AM
Found the Ad and here's at least half

Think Different was a great way of promoting Apple. They should keep it and add to this by having be more in your face info on what a mac computer can do.
I saw an magazine ad of the new Imac that say something like - It can do Video, It can do Photos, It can do the web.. I dont remember the exact wording but that's what we need the PC Wennies to realize that MAC is better at doing everything from video, design to office application use.

Mr. Anderson
Apr 26, 2002, 09:15 AM
That's a very cool ad. Its all a picture, huh? Nice touch. But maybe they should have mentioned something about JayChiat, because like so many of Apples ads, they can be a little obscure or cerebral.

Most people won't get it, so it lessens the tribute. But hey, glad they did it anyway.:D

Beej
Apr 26, 2002, 09:16 AM
Originally posted by DavidOS
oops - you said WHO are they, not WHAT are they. Yikes, I feel like an idiot now, Sorry folks. LOL... You sure made yourself look like an idiot, too! :D I know what a Victorian is.. I am one! He he he... :)

Beej
Apr 26, 2002, 09:19 AM
I did a Google Image search for Jay Chiat. Is it him in the Apple ad? You decide! (http://images.google.com/images?svnum=20&hl=en&q=Jay+Chiat)

lem0nayde
Apr 26, 2002, 09:37 AM
I've always enjoyed the obscurity of the Think Different campaign. It's a way of reaching out to people more personally. There is something rewarding about seeing a person that you admire, but others might not know about plastered on a building or in a magazine. It's Apple's way of saying "*wink,wink* we understand."

I think it is a particularly nice in this treatment - those who know Chiat and are mourning his loss will appreciate seeing his face, and also appreciate the private and personal acknowledgement that the unmarked picture allows for.

iGav
Apr 26, 2002, 09:57 AM
It's not really an ad is it........

I like the way it doesn't mention who the person is, those that knew him, or repsected him are the ones who'll see it, and know, and appreciate it...... maybe even bring a smile........

Those that aren't aware who he is, it'll just ease over their heads without any undue attention as to who he was or what he did......

However you see it though, it's extremely poignant, and respectful....... and certainly shows Apples respect for how he played his part in what they have become......

arn
Apr 26, 2002, 10:28 AM
Originally posted by Beej
I did a Google Image search for Jay Chiat. Is it him in the Apple ad? You decide! (http://images.google.com/images?svnum=20&hl=en&q=Jay+Chiat)

pretty sure it's him....

here's a photo of him

http://www.yourpitch.com/

remember... not all the photos that pop up on the google search are of him. The link above, though, is

arn

Mr. Anderson
Apr 26, 2002, 10:42 AM
Originally posted by iGAV
It's not really an ad is it........

I like the way it doesn't mention who the person is, those that knew him, or repsected him are the ones who'll see it, and know, and appreciate it...... maybe even bring a smile........

Those that aren't aware who he is, it'll just ease over their heads without any undue attention as to who he was or what he did......

Do a little experiment. Go buy a paper and show the ad to some of your coworkers or friends and ask them what they think. I'd be curious as to what they say. I'm going to try that here. And I'll post the responses.

TechLarry
Apr 26, 2002, 11:00 AM
Originally posted by dukestreet
That's a very cool ad. Its all a picture, huh? Nice touch. But maybe they should have mentioned something about JayChiat, because like so many of Apples ads, they can be a little obscure or cerebral.

Most people won't get it, so it lessens the tribute. But hey, glad they did it anyway.:D

I think it's perfect. No words are necessary.

It will only have meaning to those that understand who he was, and trying to explain this to those who don't would only ruin the effect and tribute.

Perfect...

TL

iGav
Apr 26, 2002, 11:43 AM
I can't get todays New York Times...... :(

However I'm going to show the image posted above it to my friends, (non Apple users and non Ad friends...). to see what they think.......

I suspect they'll go..... "Who's he???" :p

Mr. Anderson
Apr 26, 2002, 11:50 AM
So I went out and got the NY Times, looked in the Business Day Section on C7 - nada. It seems the ad only ran in the NY paper, I have the Washington version. I then spent the next few minutes looking through the whole paper, nothing. Bastards.

Some one take a digital image of the whole ad if they can.

Thanks.

arn
Apr 26, 2002, 12:06 PM
Originally posted by dukestreet
So I went out and got the NY Times, looked in the Business Day Section on C7 - nada. It seems the ad only ran in the NY paper, I have the Washington version. I then spent the next few minutes looking through the whole paper, nothing. Bastards.

Some one take a digital image of the whole ad if they can.

Thanks.

I think it was yesterday's paper.

arn

Mr. Anderson
Apr 26, 2002, 12:26 PM
Originally posted by arn


I think it was yesterday's paper.

arn

Well, that explains a lot. If I had just spent the time looking through the paper and not just buying it I would have saved my self some time and money. I can't beleive how much the NYTimes is when you don't buy it in NY.

Now how do I get my $1.05 back.....

making up for my mis-post on the other forum, I'll edit this one in response to iGav below

I'd be really curious to know how much the NYTimes is in London, you got a number handy?

Thanks.

iGav
Apr 26, 2002, 12:30 PM
You ought to see how expensive the NY Times is here in London......:eek:

peterjhill
Apr 26, 2002, 01:54 PM
I think what Apple did was great, with the NYT ad. Part of the whole "Think different" campaign was trying to figure out who the people were, and this one, coming after they started downplaying the "Think different" slogan, is perfect. Those who know Chiat, or people like us, who didn't, but whom mostly respect the man for his work, appreciate how well he was able to help Apple build the brand that it is today. Apple is up there with Coca Cola and McDonalds in brand recognition due to the bold ad statements that this man brought forth (IMNSHO)

Macmaniac
Apr 26, 2002, 02:06 PM
I live close to NY so I get the complete paper. I will look for it and post the full thing, I am not home yet give me an hour or 2.

G4scott
Apr 26, 2002, 02:14 PM
I think that the "Think Different" ad campaign was a good idea. When you were looking through something, and you see someone that you know, like Einstein, or John Lennon, or any of the other people that Apple used, you take a minute and actually look at the ad. The ad isn't used to sell computers, but rather to sell an idea. It gives Apple a good name, because instead of constantly bragging about how much better Macs are than anything else, it conveys a deeper message, something like "this guy would've used a Mac..."

Mr. Anderson
Apr 26, 2002, 02:40 PM
Its interesting to note that most of the people in the ads are no longe alive. Not that there's anything wrong with that, these people made a huge difference/contribution to the rest of the world. But I went looking for all the old posters and found them here:

http://theapplestuffstore.com/posters.html

Jay Chiat was not one of the original ones, so that makes his ad all the more special. Very nice.

This one is my favorite:

chrisiwanowski
Apr 26, 2002, 04:39 PM
I rushed out to my local newsstand and picked up today's copy of the NYT and guess what? No ad! What gives? Page C7 contains a 1/2 page Honda ad. The paper is marked "National Edition" - could the ad only appear in the NY City Edition?

altoids
Apr 26, 2002, 07:14 PM
Jay Chiat was one of the original founders of Chiat/Day (now TBWA Chiat/Day), along with Guy Day, a hot west coast ad agency that created icons like the Energizer bunny and classy Nissan ads, and the Nike "I love LA" campaign in the 1984 Olympics. They were the original advertising agency for Apple that helped launch the Mac back in 1984. They lost the account for a while, after Steve Jobs left, the account then went to BBDO. After Jobs' return, the account was back at Chiat/Day where the campaign Think Different was created. I believe the campaign was created under Lee Clow, an old timer, legendary, surfer type, chairman and world wide creative director at TBWA Chiat/Day. Lee Clow was also Jay Chiat's partner from back in the early days of Chiat/Day.

Jay Chiat was "forced" to retire out of his own company, due to his aggressive management style, and handling of clients (the saying was he helped lose as many clients as he helped win). The last I heard, in 1999 he had joined a very young digital ad agency where he was sort of the consultant and worked with a very young crew. It must have been very exciting for those guys to have worked with such an industry icon.

He died at the age of 70, on April 23rd.

For more details on him go to this story (I think you have to register, but it's free):

http://www.adage.com/news.cms?newsId=34540

Altoids (AdGuy)

sjs
Apr 26, 2002, 09:49 PM
Presumably it is Jay Chiat, but if so, its a reverse image.

Meaning??

sjs
Apr 26, 2002, 09:53 PM
Unless he changed his part. But that's a pretty boring theory. I'd prefer something more Appleish.

altoids
Apr 27, 2002, 12:32 AM
What do you mean by reverse image or unless he changed his part?

Yep, it's definately Jay Chiat and it's a tribute to his legacy and assistance to Apple's growth and the ad industry. Definately fits with the campaign's original launch, prior to becoming more product focused (which is also a good thing). He helped make the 1984 commercial a reality. The truth is Apple was very uneasy and unsure about running the commercial. They tried to cancel the SuperBowl spot at the last minute. But it was Jay Chiat, Lee Clow and their team that refused to cancel the spot and convinced Apple that it was the right thing to do. He is no Einstein, but he's definitely a Wall Street and West Coast icon and was crucial to Apple's consumer marketing.

bonehead
Apr 27, 2002, 02:42 AM
altoids

You're right, Jay Chiat didn't create the Think Different campaign, that was Lee Clow, or someone working for him.

Geert
Apr 27, 2002, 03:41 AM
Originally posted by dukestreet
That's a very cool ad. Its all a picture, huh? Nice touch. But maybe they should have mentioned something about JayChiat, because like so many of Apples ads, they can be a little obscure or cerebral.

Most people won't get it, so it lessens the tribute. But hey, glad they did it anyway.:D

As always, nice add.
And that's just the catch, get the interest of the people reading it.

altoids
Apr 30, 2002, 12:11 PM
By the way,

The Jay Chiat story is on the cover of this week's AdWeek. The back cover features the "Think Different" ad with Jay Chiat. There are links to the story on adweek.com.

Altoids

mymemory
Apr 30, 2002, 10:05 PM
Can someone explain to me who is that man in the picture? Why is he in an Apple add?

Thanx:confused: :confused: :confused:

Mr. Anderson
Apr 30, 2002, 10:10 PM
Originally posted by mymemory
Can someone explain to me who is that man in the picture? Why is he in an Apple add?

Didn't you read the opening posts. Its Jay Chiat, the marketing guru behind Apples 'Think Different' and 1984 Macintosh ads, among many other things.

Congrats on 500 posts! So where's the 'tar?

JoeG4
May 1, 2002, 04:35 PM
Think different!

That was a nice slogan, now dell can get in on the action:

Think Dell? Think Stupid.

w00t!

mcrain
May 1, 2002, 04:42 PM
Originally posted by dukestreet


Didn't you read the opening posts. Its Jay Chiat, the marketing guru behind Apples 'Think Different' and 1984 Macintosh ads, among many other things.

Congrats on 500 posts! So where's the 'tar?

He probably has to wait for his porn surfing brother to get off the computer before he can make or find his 'tar.

Macmaniac
May 1, 2002, 06:35 PM
Could not find it:( Looked in my news rack....
I would love to get my hands on some of the original posters:) Man they must be worth a fortune!

iGav
May 2, 2002, 06:59 AM
Originally posted by JoeG4
Think different!

That was a nice slogan, now dell can get in on the action:

Think Dell? Think Stupid.

w00t!


Heh heh heh..... :p

You nailed the cl*t on the head with that one!!!