Sidebar Sidebar
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.

Advertising Legend Behind Apple's Iconic '1984', 'Think Different', and Mac vs. PC Campaigns Retires

GuruZac said:
What does an Android do that iPhones don't practically speaking that improves the usage of the device?
Click to expand...

•Cost less.
•Wirelessly recharge.
•Look nicer with the beveled edge that fits nicer in your hand.
•More camera options.
•The android's store doesn't (as far as I know) "curate" you out of existence if they don't like your political opinion.
•Costs under a freaking grand!

I don't have a dog in this race since I don't use either, but have used them both at work before.
 
  • Like
Reactions: freedomlinux and nt5672
wigby said:
The tech industry was trying to establish itself as a lifestyle choice for decades and did so in a big part thanks to Apple. Today, tech is a lifestyle choice of everyone whether they like it or not. Apple ads still standout but since everyone else has caught up to their messaging and their style, it's harder for Apple to really make their mark.
Click to expand...

I don't agree with you on that. Maybe it's harder for Apple to make their mark because competitors have caught up in their offerings and often leapfrog that of Apple's offerings. I don't see any specific Apple theme and campaigns in Apple ads anymore. Like the Rip/Mix/Burn or iMac campaign
I understand it's hard for ad agencies to come up with something special when the gear you're advertising for isn't that special compared to competitors. I miss the coolness of the iPod campaigns, that special feeling Lee Clow was able to give!

Most of the new advertising I see from Apple annoy or irritate me. When they come up with one that's okay, they don't have a follow up to cement the emotion.

Todays advertisement of Apple is like their offerings... imho, its a complete mess.
 
  • Like
Reactions: PC_tech, nt5672, Dave-Z and 2 others
GuruZac said:
And I think the notion that iPhones are not creative or are falling behind is unfounded for the same reasons. What does an Android do that iPhones don't practically speaking that improves the usage of the device? Nothing. Smartphone tech evolved so quickly that there isn't a whole lot left tech-wise that can be integrated into a smartphone currently that improves your life day to day (productivity wise). We're basically at fullscreen displays across the board, Apple's Face ID is still top of class, so other than adding below the screen biometrics where there are no notches etc. what's left? Smartphone camera tech has grown leaps and bounds, but the changes year to year are iterative, not revolutionary. I think the days of revolutionary tech surprises for the consumer market are going to be much farther apart. The smartphone market is saturated, the tablet market is growing only for Apple who is clearly miles ahead with the iPad Pros. They're also ahead in the growing wearables market with the Apple Watch. Arguably the only area Apple is behind could be in the home computer division, which is ironic.
Click to expand...
I think the big thing that Apple will be focusing on is turning the iPhone in to the hub of your digital life. Originally they thought it would be the PC, but it's the iPhone. The iPhone connects to your watch, gets all your pictures to your iPad and Mac, and holds all your music that you listen to on your AirPods, which you can charge along with everything else on your AirPower. I don't think it is just the iPhone that is important anymore.
 
  • Like
Reactions: GuruZac and s15119
They really need to make a commercial about that. How when you buy an iPhone, it works with your AirPods, which Works with your Apple Watch, which all charges on your AirPower. And while it's charging, its uploading all your photos and videos and documents to iCloud, where you can edit them on your iPad the next day, then go to your Mac and continue. Then get home, kick back on your Apple TV, and watch the videos you have on your phone.
That should be their marketing strategy. Not all the colors the iPhone XR comes in
 
  • Like
Reactions: martyjmclean, yoz-y, MacsRuleOthersDrool and 2 others
A moment of silence to the best Apple ad campaign in history, and one of my favorite on Earth, almost irreverent to call it that since it is the soul of Apple (or was).

TfONgGO.png
 
  • Like
Reactions: DeepIn2U, martyjmclean, Queen6 and 3 others
Lounge vibes 05 said:
They really need to make a commercial about that. How when you buy an iPhone, it works with your AirPods, which Works with your Apple Watch, which all charges on your AirPower. And while it's charging, its uploading all your photos and videos and documents to iCloud, where you can edit them on your iPad the next day, then go to your Mac and continue. Then get home, kick back on your Apple TV, and watch the videos you have on your phone.
That should be their marketing strategy. Not all the colors the iPhone XR comes in
Click to expand...

Yes, seamlessness in the Apple ecosystem is ace, but IMHO they need to make people fall in love with the details again. Like that "breathing" light in the 2008 MBP on sleep mode. Like e.g. how your Apple Watch unlocks your Mac today.

The problem is that not only their attention to detail has diminished, their product integrity is under question (dumpster fire Touch Bar MBPs) and their ecosystem is fragmenting (you need different pencils for different iPads). They need to first create what they advertise. So I'm not really surprised all their recent ads are meaningless flashy trash.
[doublepost=1550163859][/doublepost]
trifid said:
A moment of silence to the best Apple ad campaign in history, and one of my favorite on Earth, almost irreverent to call it that since it is the soul of Apple (or was).

TfONgGO.png
Click to expand...

Was. Now it's more like Groupthink different.
 
  • Like
Reactions: freedomlinux, Queen6, 9081094 and 2 others
I think the last time Apple put out an ad that didn't seem completely generic, it was the iPhone 3G commercial - the first phone to best the iPhone.

I think it's telling that the ads that MacRumors chose to include in this article only go up through the iPod. A full 12 years since the last ad that MacRumors thought was worth including.

I guess to name another very distinctive one, I remember the Boston subways being coated in the rainbow colored iPhone 5C images.
 
  • Like
Reactions: eyez73, 9081094 and otternonsense
Greymacuser said:
•Cost less.
•Wirelessly recharge.
•Look nicer with the beveled edge that fits nicer in your hand.
•More camera options.
•The android's store doesn't (as far as I know) "curate" you out of existence if they don't like your political opinion.
•Costs under a freaking grand!

I don't have a dog in this race since I don't use either, but have used them both at work before.
Click to expand...
iPhones dont wirelessly charge? Interesting, I must have a weird prototype.

You cannot say "iphones dont wirelessly charge" and "costs a grand" in the same complaint. Their $1000 phones do wirelessly charge, heck even their $600ish phones wirelessly charge.
 
  • Like
Reactions: martyjmclean
HJM.NL said:
I don't agree with you on that. Maybe it's harder for Apple to make their mark because competitors have caught up in their offerings and often leapfrog that of Apple's offerings. I don't see any specific Apple theme and campaigns in Apple ads anymore. Like the Rip/Mix/Burn or iMac campaign
I understand it's hard for ad agencies to come up with something special when the gear you're advertising for isn't that special compared to competitors. I miss the coolness of the iPod campaigns, that special feeling Lee Clow was able to give!

Most of the new advertising I see from Apple annoy or irritate me. When they come up with one that's okay, they don't have a follow up to cement the emotion.

Todays advertisement of Apple is like their offerings... imho, its a complete mess.
Click to expand...
Apple doesn't really promote their 'different' culture like they used to because they cannot. Their culture of young/hip/tech savvy has been co-opted by everyone else and Apple has become the establishment themselves. So they lean more on the products as industry-leading and aspirational. It might not be the message that appeals to you but it definitely speaks to both youth and enterprise at the same time.
 
Bin Cook said:
Tim uses superlatives so often that when they are deserved, such as in this case, they actually become meaningless and his comments just end up looking hollow and a bit 'lip service'.
Click to expand...
Yeah, I am quite annoyed that ‘magical’ is thrown around like its true meaning, when the products are anything but magical now.

I would wager when the Mac stayed out of my way and I was able to create freely, they were almost magical.

The 2018 iPad Pro line made me laugh hard (a magical piece of glass)... oh well.
 
Last edited:
  • Like
Reactions: martyjmclean, Queen6, 9081094 and 1 other person
MacRumors said:



The creative mastermind behind some of Apple's most iconic advertising campaigns announced his retirement today.

lee-clow-apple.jpeg

Lee Clow​

Lee Clow, the Global Director of Media Arts at Apple's advertising agency partner TBWA, will move into an advisory role as Chairman Emeritus of TBWA\Media Arts Lab, a division of the agency he founded in 2006 to exclusively serve Apple. His iconic, award-winning career spanned five decades.

Over a 30-plus-year partnership with Apple, Clow worked on some of the company's most famous campaigns, including its "1984" ad for the original Macintosh, "Get a Mac" series of Mac vs. PC ads, "Think Different" slogan after Steve Jobs returned in 1997, and colorful silhouette ads for the iPod and iTunes.

Apple CEO Tim Cook reflected on Clow's legendary career:A look back at some of those ads:


TBWA\Media Arts Lab will continue to serve Apple around the world, led by executives Katrien De Bauw and Brent Anderson.

Article Link: Advertising Legend Behind Apple's Iconic '1984', 'Think Different', and Mac vs. PC Campaigns Retires
Click to expand...
Legend.

Enjoy the islands you’ll be drinking on.
 
  • Like
Reactions: MacsRuleOthersDrool
You must log in or register to reply here.
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.
Top Bottom
Back