genius ads

Apple is ingenious
on so many levels.
They even know ads 😉
They should be an ad agency.
Below are reasons why they’re so
 effectively affectively ingenious



iGenius: Apple’s Magic Ad


“1984” (below) won many awards
was even recognized as one of advertising history’s most effective ads ever created

however, we believe the One written 13 years later,
upon Steve Jobs’ prodigal return to Apple
is more ingenious:

show us another ad that gives you the shivers
when watching it,
listening to its words
registering its meaning deep down


first, the ad


voice: Richard Dreyfuss

then, the ad in French



then again, the ad in Spanish



or in Italian


voice: di Dario Fo

even in German

voice: Christian Brückner


and of course in Japanese


how about the ad as parody


video by Johnny Road 2007-01

and how about the surprise ad version: rare!

Steve Jobs himself as Roosevelt!
“1944” was 9-min in-house version of “1984”
– $50k production to fire up its international sales force
at a hawaii resort, with theme WWII Good vs IBM
this rare gem is revealed by ex-Apple staff (1985-96) Craig Elliott on 2May 2012

the full 9-min:

now to the amazing words to  Think Different:

“Here’s to the Crazy Ones (Albert Einstein), the Misfits (Bob Dylan), Rebels (Martin Luther King), Troublemakers (Richard Branson), the round pegs in the square holes (John Lennon),
the Ones who see things differently (R. Buckminster Fuller), they’re not fond of rules,
and they have no respect for the status quo (Thomas Edison),
you can quote them (Muhammad Ali),
disagree with them, glorify or vilify (Ted Turner) them,
but the only thing you can’t do,
is ignore them (Maria Callas),
because they change things (Gandhi),
they push the human race (Amelia Earhart), forward (Hitchock),
and while some may see them as the Crazy Ones (Martha Graham),
we see genius (muppet show),
because the people (Frank Lloyd Wright) who are crazy enough (Picasso),
to think they can change the world,
are the Ones who do.”


the essence out of Think D:

“…the people who are crazy enough,
to think they can change the world,
are the Ones who do.”

interpreting TD:

Apple’s 1997 ad campaign “Think Different”,
created by same ad agency as 1984 ad, TBWA/Chiat/Day,
not just competes with the “1984” (22 jan) Super Bowl XVIII ad
(for original Macintosh, awarded as the Most influential ad ever made),
but supersedes it!

It’s probably the most effective ad ever made,
certainly the deepest, most meaningful, creative,
thoughtful of any ads ever
–if it does not touch one of your senses or make you cry or shiver,
as rarely do human endeavours deserve pride,
you do not understand evolution, revolution, advancement,
heroics, passion, genius,
the secret, enlightenment, society,
practical solutions, balance, tech zen
or heaven on earth…



the story behind TD:

Steve Jobs was obviously very involved in launching the Classic Mac
that catapulted Apple.

but no, he did not write the Ad’s entire ingenious text.
he did edit it.
he did write this line: “They push the human race forward.”

Art Director: Craig Tanimoto
who conceived the title / concept (b&w visionaries)

to counter IBM’s “Think IBM” campaign mantra
Apple’s rainbow logo then was in sharp, poignant contrast to IBM’s mono droidian logo
boldend by black & white background & images
pitch: Lee Clow
who dealt with feared new CEO Steve Jobs & returned Apple to its original ad agency
away from BBDO

the “Crazy Ones” part of the text,
was Lee’s inspiration from Seal’s 1990 hit “Crazy

2nd meeting with Jobs, with actual TD campaign art boards.
Lee pitches.
Steve’s initial reaction:
“This is great, this is really great … but I can’t do this.
People already think I’m an egotist,
and putting the Apple logo up there with all these geniuses
will get me skewered by the press.”

yet after Steve paused a bit
“What am I doing? Screw it. It’s the right thing. It’s great. Let’s talk tomorrow.”

Steve wanted it shorter than 60 sec.
Lee argued it would lose the message’s power.
they agreed to edit the words to a “manifesto” to give the length a raison d’être
the VOICE:
Steve JObs (Lee’s 1st choice)
Robin Williams (Siltanen’s  1st choice; but RB refused to do ads)
Tom Hanks (another choice by Chiat)
Richard Dreyfuss got it.


read all about the behind the scenes action in Forbes’ article 2011 Dec 14
“The Real Story Behind Apple’s ‘Think Different’ Campaign”
wherein Rob Siltanen, involved in the actual campaign,
shares the light on the actual events & historical impact…

Rob Siltanen was Chiat’s creative director + managing partner,
then, on a roll, as ad agency of the year,
with Nissan & original Infinity accounts…


the Think D ad is not just effective as an ad itself,
but historical in being the business world’s most amazing corporate turnaround ever too.
Steve famously stated Apple was “hemorrhaging” then.
there’s no greater story of a Phoenix rising than Apple,

who despite so many naysayers, who fear instead of innovate,
which they call “closed”  vs the open-source trend,
proves itself, to be the only company,
that fearlessly redefined itself so often!
Apple is the world’s most flexible, adaptable firm,
that undertand survival of the fittest best.
hence, naysayers, including Linux‘s Torvalds, are erroneous in their anti-Apple or doom theories.

the TD ad campaign was amongst the world’s most successful & impactful.
still, at the time, in 1997, as always, there are critics.
one such voice was the LA Times:
“It’s perfect that Apple is doing a campaign with a bunch of dead guys
because the brand will be dead soon, too.”
haha: truth be told, Apple has been the most talked about brand since.
Apple had pulse.
Evangelism of 1984 was now the predecessor to viral marketing or Social  Networking buzz…

the Stock
despite no new products, Apple’s stock tripled within 1 yr.
the came out the infamous iMac in 1998 (on which Ken Segall worked)!

TD like 1984 won many awards.
writer: Rob Siltanen

1st meeting with Jobs
Half the world thinks Apple is going to die.
A few print ads in the computer magazines aren’t going to do anything for you.
You need to show the world that Apple is as strong as a lion.

[the inspiration for MacOSX?]
Nobody stands around the water cooler talking about print ads.
You need to do something bigger and bolder.
You need to do TV and other things that are going to give you true momentum.

Dead Poet Society

Poet Society’s “scriptual” inspirations from writer Tom Schulman:
We must constantly look at things in a different way.
Just when you think you know something…Dare to strike…


Despite what anyone might tell you, words and ideas can change the world.”


“…the human race is filled with passion. Poetry, beauty, love, romance.
These are what we stay alive for.
The powerful play goes on and you may contribute a verse.
What will your verse be?”

the point:
the point of the TD campaign was to make naysayers reevaluate Apple vs the competition,
as symbolizing being different, not adhering to the mold,
not to be seen as a gimmick or toy,
but as genius, individual power, freedom, zest, raison d’être

Jobs meeting 3:
TD demo.
Jobs initial reaction:
“It sucks! I hate it!
It’s advertising agency shit!
I thought you were going to write something like ‘Dead Poets Society!’
This is crap!”

well, let’s see, why.
that TD text was different from the one we all know, like so:
it’s the middle part that Jobs hated.

Here’s to the misfits. The rebels. The troublemakers.
Here’s to the ones who see the world differently.
They’re the ones who invent and imagine and create.
They’re the ones who push the human race forward.
While some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to believe they can change the world
are the ones who actually do.

Jobs, days later, calmed down, as no better scripts could be found by any ad agency.
the body copy was improved by Ken Segall, hired by Chiat just for Apple.

in the end, though Jobs was hard to convince,
it doesn’t matter what anyone theorizes,
it is the original writer’s thoughts that count,
as Siltanen does credit Steve with the ad thus:
SJ still pulled the trigger!
on enabling the world’s most effective campaign.
on paying for it.
on assembling all the talents.




iGenius: Apple’s Revolutionary Ad

or is it Apple’s other ad that is the most effective One in history?

Apple’s other most famous ad is “1984” in 1984
which started the PC revolution

in which the classic Mac

prevented the world from turning into a vision-less IBM-PC enslavement machine
a la George Orwell‘s 1948 1984 or Fritz Lang’s 1927 Metropolis that is, rescuing us from predicting today’s Droid-ness (no pun intended Androiders)
& enlightening us instead with freedom (of individualist creativity & choice)
by not inventing, but popularizing the GUI + Mouse + DTP


this ad too, happens to have been created by TBWA/Chiat/Day,
13 years earlier, before Steve Jobs was ousted by the Apple Board;
it famously aired during the Super Bowl XVIII in 1984, Jan 22


enjoy the Mac Classic or PC Revolution Ad
by TBWA/Chiat/Day ad agency



the words to 1984:

Today, we celebrate the first glorious anniversary of the Information Purification Directives.
We have created, for the first time in all history, a garden of pure ideology
— where each worker may bloom, secure from the pests purveying contradictory truths.
Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth.
We are one people, with one will, one resolve, one cause.
Our enemies shall talk themselves to death, and we will bury them with their own confusion.
We shall prevail!

On January 24th, Apple Computer will introduce Macintosh.
And you’ll see why 1984 won’t be like “1984”.




the pre-original Mac “1984” ad that never aired!

never, because Apple considered this Chiat Day 1983-10 production too self-congratulatory>
but it was still shown for promotion to some dealers.
yes, it was like the typical modern day Apple product intro videos with staff interviews ; )

the hot staff stars in this ad:
Burrell Smith (mac hardware wiz)
Andy Hertzfeld (mac software wiz)
George Crow (mac mgr analog design)
Bill Atkinson (apple fellow)
Mike Murray (mac marketing mgr)



iGenius: Apple’s evolutionary Ad

1984 is Apple’s most famous & the world’s most effective ad

1997 Think Different is Apple’s most magical & the world’s most emotional ad

but not since then has Apple produced an ad
with similarly evocative, emotional, penetrating words.
They finally did again at the WWDC 2013 June 10!
Apple’s spirit & mojo are back with this new iQ/eQ ad

through 2 ads ; )
first, “Designed by Apple in CA –  Intention
2nd, “Our Signature

Designed by Apple in CA is a longer version of “Signature”
the wording is slightly different too

“Designed by Apple in CA –  Intention”


 “Our Signature


Of course, someone had to bitch about Apple
and “Designed in CA” is criticized for not including all of the USA.
Bitch please! Do it better, then B.
Besides, what if Apple is trying to rejuvenate the belief in Silicon Valley
in the bankrupt state of Cali?!
Think before you open your loud mouth.
Still – ironic faux pas from Apple. Knowing how monotonously politically correct
its homogeneous nation has become.
Ironic because Apple tried to counter the corporate trend of outsourcing abroad
with locally produced products.
Apple made the most revolutionary political & economic move/commitment
to reverse the trend & try to influence U.S. manufacturing to return.
Yet their wording failed to symbolize the revolutionary aspect,
by minimizing or revolutionizing it to just CA.

Funny how it’s never good enough from Apple,
but plenty when flummoxed competition does much less?!
Anyway, who else but Samsung or Google would copy Apple’s ad – again!!
What’s with the competition:
they can not for the life of them come out with 1 iota of an original thought.
They copy everything. From Apple!
From concept to product to packaging to distribution to even ads!

Anyway, here’s Apple’s print version of the TV ad:

ad-Apple-gem (WWDC)-Designed by Apple in CA 2013-06-10_10in

that print ad launched simultaneously with the TV ad at WWDC 2013-06-10
here’s copycat & mockery by Google/Motorola July 2:

Apple’s words: “Designed by Apple in CA”
Goo’s words: “Designed by You. Assembled in USA.”
funny humor. silly. taking advantage of Apple’s faux pas.
well, it’s faux pas in the world’s most politically correct country.

ad-Apple-gem (WWDC)-Designed by Apple in CA 2013-06-10 flops-mimic Jul2 by Google:Moto Des by You. Assembled in USA


essential words: “Intention

Designed by Apple in CA –  Intention

“if everyone is busy making everything
how can anyone perfect anything?

we start to confuse convenience with joy,
abundance with choice.

designing something requires focus.
the first thing we ask is what do we want people to feel?
delight. surprise. love. connection.

then we begin to craft around our intention.
it takes time…
there are 1000 no’s for every yes.
we simplify. we perfect.
we start over
until everything we touch
enhances each life it touches.
only then do we sign our work.”


essential words: “Signature

 “Our Signature

“This is it.
This is what matters.
The experience of a product.

How it makes someone feel.
Will it make life better?
Does it deserve to exist?

We spend a lot of time on a few great things
until every idea we touch enhances each life it touches.

You may rarely look at it but you’ll always feel it.
This is our signature.
And it means everything.”


essential Intention spoof : ) “Signature

 by Colynn9 Jun24 @YouTube
spoof: if Samsung cloned Apple ad as well


“If Apple
is crafting perfection
we can confuse convenience with glitz

variety with choice
innovation only requires cloning

the first thing we ask is
what is Apple creating?
flood the market
then we slowly litigate in the courts

it takes time…

there are a thousand appeals to every defeat
we countersue
we slander
we ship
until court decisions are irrelevant
and we’ve made our profit
and paid our shills
only then do we look for more to copy.

Cloned by Samesong in Korea”


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