cultofmac.com
if you asked Apple’s legion armchair CEOs the one number one thing they’d do if they ran the company, the top priority is always the same: develop a series of adverts that spell out the Mac’s best features compared to PCs.Well, Apple’s real CEO has finally done just that. After a decade of wishy-washy lifestyle ads like the “Think Different†campaign, Steve Jobs is finally taking the competition head on with a new set of TV spots trumpeting the benefits of the Mac over the PC.
He’s right about the switch campaign but the Think Different campaign wasn’t about switchers or trying to attract new business. The Think Different campaign was a masterstroke of ‘you’re one of us’ advertising. At the time Apple was up the creak sans paddle, motor, rudder, bow, stern, starboard, port…. you get the picture. What the Think Different ad did was stem the flow of Apple users away from the company. It said, without actually saying it:
hey look you’re cool, so are we, give is a little time and we’ll repay your faith with some kick ass stuff that’ll let you make fun of your P.C. using friends. You know what? You’re special, you could be one of these people
It’s all in the narration
We make tools for these kinds of people.
While some may see them as the crazy ones, we see genius.
You’re ‘these type of people’ and who wouldn’t want to be associated with the people in the video? Not for their various political or personal ideologies but because they are successful and inspirational. Also, plenty of Mac users will have been called crazy so it’s a way of saying look you’re crazy because you’re a genius. In one sentence Apple has said, look, idiot our machines are inferior, more expensive and the company is going bust but hey you’re a genius for sticking by us. That in itself is genius.
Apple have removed the link to the Think Different text from it site but here it is with a link to the video at the bottom.
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules
And they have no respect for the status quo.
You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.
About the only thing that you can’t do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some may see them as the crazy ones, we see genius.Because the ones who are crazy enough to think that they can
change the world, are the ones who do.
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