Apple Ideas

Ideas drive life. If a company has an undesirable image, the quality of the product matters very little. For example, the lasting impression given to consumers about Apple Computers from its famous "1984" Super Bowl commercial was an aggressive one at best. A girl dressed starkly different from every one else rushes through a group of clone-like humans to destroy the source of the Orwellian nightmare. At a time when society was afraid of computers, this commercial had a brilliant effect on viewers. The commercial's tagline, "Why 1984 won't be like 1984" inspires confidence in Apple Computers as the leader of a revolution against the controlling PC. But after time, this image stopped doing Apple credit. Once computers were more accepted in general, the aggressive image became a negative one, and Apple needed a new idea associated with its product; no one wanted to be a part of a company viewed as aggressive and over-zealous because they would be viewed the same way. In 1997, Apple launched its "Think Different" Campaign, glorifying the unique minds that changed the world. Apple Computers' five-year "Think Different" Campaign appeals to consumers from all backgrounds because it sends an entirely new message about how to think about computers and who should use them.

On the surface, "Think Different" is simply a tribute to those unique minds that changed the world; delving deeper, however, something else becomes obvious. The ad calls for consumers to "think different" about how to use computers. To be more specific, Apple Computers wants the general public to be aware of one word in its advertising: simplicity. This may seem to be stretching a bit, but step back a moment and take a look at the advertisement. Simplicity exudes from this commercial in everything down to the way it is edited. Short black and white clips of people known for their distinctiveness and their contributions to this world matched to calm and uncomplicated instrumental music are then placed under a voiceover illustrating the importance of these people. The clips just cut from one to the next; there are no fancy transitions to distract the viewer, and there definitely are not any special effects or enhancements. The old film look of all clips brings the viewer back to a time when everything was easier. While the ad does not come out and attest to the simplicity of Apple Computers, it works hard to establish that idea in prospective customers' minds in the way that the commercial was created.

The ad also works to instill in consumers' minds the idea of superiority. The selection of people used in the ad appeals to consumers' impulse to compare themselves to others. Albert Einstein, Bob Dylan, Martha Graham,