SEPTEMBER 30th, 1997 AppleCORE MIKE LAMBERT ([email protected]) Misfits, Rebels and Troublemakers — Oh My! "Here’s to the crazy ones." (That’s you and me, friend.) So begins Apple’s newest advertising era, which premiered September 28 during ABC’s showing of (wink-wink, jab-jab) Pixar Animation’s "Toy Story." The ad is part of the new brand advertising campaign masterminded by the recently reappointed Chiat/Day ad agency and interim CEO Steve Jobs. "Misfits, rebels, troublemakers; round pegs in square holes; ones who see things differently," continues Richard Dreyfuss in his voiceover, while a sepia-toned video montage of those apparently earning such descriptions glides by: Albert Einstein; Bob Dylan; Martin Luther King, Jr.; John Lennon; Muhammad Ali; Ted Turner; Gandhi; Amelia Earhart; Jim Henson; and Winston Churchill, among others. "Customers want and need to know who Apple is and what Apple stands for," Steve Jobs wrote in a letter distributed to Apple employees two days before the new commercial aired. "This campaign communicates exactly that. It celebrates the soul of the Apple brand — the passionate desire to change the world for the better. And the dedication of our company to make the best tools in the world for those who have this passion." For once, I admire and applaud Jobs’ goals as they apply to Apple’s marketing efforts. But, are those goals addressed in this ad? Yes and no. Personally, I liked the the inspirational tone of the commercial. (In fact, I haven’t had such a case of the warm fuzzies in a long time.) However, in terms of brand marketing, (tying Apple’s quality and innovation to the sounds and images on the television screen) I’m not convinced that the ad hit the bulls-eye straight on. The general public knows that Mac users "think differently;" I guess that’s why we’re in the minority. What most folks don’t know is that Mac users have made the superior choice in terms of computing platforms. Mac users know (and independent studies have shown) that we’re more likely to work faster and more productively on our Macs than users of any other operating system, and that chances are good that we’ll buy another Mac in the future. One of Apple’s greatest failings through the years is that they have not proven the advantages of "thinking differently" by choosing their products. This newest TV ad is a step in the right direction, but given today’s abstract, free-form association type of advertising, many won’t know whether this is a commercial for a car manufacturer, an insurance company, or a computer maker, until the fade-in of the Apple logo in the last frame. Recent Microsoft television ads are admittedly migraine-inducing blitzkriegs, but there is no question after viewing them what company and which product they’re showcasing. "Apple’s core value — that people with passion can change the world for the better, in large and small ways, is as relevant and unique today as it ever was," concluded Steve Jobs in his letter to Apple employees. I hope that Apple, with the help of Chiat/Day, continues to work hard at finding the right ways to bring this message to light. It deserves to be heard, not just for the company’s long-term benefit, but because it’s absolutely true. |
