Public history of Apple, Steve Jobs founded, started in early 1984, when Jobs released the first Macintosh. The computer is not like Pc, had become a major alternative to the platform and began her. And such a revolution in the art could make only desperately bold, unconventional thinking people. And we find this evidence in their unique, crazy promotions, overseen by almost a quarter veka.Na Throughout its history, Apple in advertisements, it can be said to stick with just two strategies that can be described briefly as the «Think Different» and «In the furnace PC! We are conveniently »The second strategy, they began to communicate to your audience from the first roller. On computers presented in this advertising, now a little funny to watch.
Almost simultaneously with these rollers Apple just blew the public his most famous, perhaps, roller «1984» , which officially has been shown only once, during the broadcast of the match in the third quarter of Super Bowl 22 January 1984. Orwell's dystopia, arranged in a commercial, symbolized the hegemony of IBM in the world, and the girl with a hammer - Macintosh. Chased by guards, she ran into the hall and launched a hammer into the screen, which broadcasts from Big Brother, telling about the achievements of the anti-personality regime.
Ends Tagline movie & quot; On January 24 th, Apple Computer will introduce the Macintosh. And you'll see why 1984 will not be like «1984" - "January 24 Apple Computer will introduce Macintos. And you'll see why 1984 will not be the same as "1984».
Roller, developed by the agency TBWA \ Chiat \ Day, took Ridley Scott.
A curious fact: Almost all of us are convinced that the movie really was broadcast only once, but the creators of the spot it was necessary that he entered the rollers 1983. Why December 15 he was once shown a small audience television station in Twin Falls, Idaho.
After a year, presenting a software package Macintosh Office, Apple released another video, which was also protranslirovan once, during the Super Bowl. «Lemmings» is not as well known as "1984", but no less significant in the company's history - a roller regarded as significant failure. Recently, fast-food chain Wendy's aired a parody of the spot in which people helplessly fall into the abyss, and only one person refuses to do so.
After the "Lemmings» Apple for a long time not aired the Super Bowl - 14 years have passed between the roller and the Hal 2000 Minimalistic spot the approaching red light was devoted to the "2000 problem", which in 1999 was the subject of concern and controversy. Voiceover spot says that Macs are completely deprived of this problem, because they are better, higher quality and manufacturability.
In the mid 80s, Steve Jobs, creativity is the core and basis of the progress of the campaign, he left Apple and started ... cartoons - founded the now famous campaign Pixar and directed it for 20 years. Apparently, this explains the lull in advertising Apple.
In many, but not-so-masterpiece commercials are still firmly on the path "Macs is more convenient and easier than PC». For example, using video «Dinosaurs» , in which the Pope offers the child to look at dinosaurs, but can not understand your PC. Child strongly directed to the neighbors - because they have a Mac.
Or video «7 languages », in which a man can not look into your computer and turned for help to a woman who is easily controlled Mac'om. He tells her, "I know nothing about computers," to which she smiled radiantly, informs him that, too, did not understand anything in them «.
1991 in the company's history was marked by the release of the first Powerbook laptop computer and several advertising campaigns. The most striking of which can be called «What's On Your Powerbook?» B> - «What's in your Powerbook?». The commercials of the campaign involved both celebrities and ordinary people. They told how and why they use the computer, they are stored in it.
In the video, below, starred trader paste. The link to YouTube you can see all the videos, "glued together" in one clip.
Following came the campaign, in which the rollers of Apple and TBWA \ Chiat \ Day and told stories of people showing funny moments associated with the use Powerbook.
In 1993 there was another novelty from Apple - the PDA Newton, Grandpa iPhone. Launch of the product supported by a series of rollers «Who Is Newton?» B>, «What Is Newton?» B>, «Where Is Newton?» B>
And in 1995, Apple first "hit" in the company of Bill Gates, they have released two videos «Crowd Control» , which gracefully and hinted at legal inconsistency of the newly published operating system Windows'95.
In 1996, Jobs returned to the company - hurray! Just at that moment, when she was on the verge of crisis - without him there, as it turned out, nothing works.
And the era of Think Different ! With a huge number of commercials and prints, which have been used images of people, thoughts and thinking really revolutionary. Albert Einstein, Muhammad Ali, John Lennon and Yoko Ono, Martin Luther King, Maria Callas, Richard Branson, Bob Dylan, Thomas Edison, Pablo Picasso, Mahatma Gandhi, Alfred Hitchcock, Amelia Earhart - they "participate" in the TV trailer, which has become advertising legend.
The minute spot monochrome images with these people accompanied by a powerful, emotional text: «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 quote them, disagree with them, glorify or vilify them. About the only thing you can not do is ignore them. Because they change things. They push the human race forward. And while some see them as the crazy ones, We see genius. Because the people who are crazy enough to think they can change the world, Are the ones who do ». I>
"This is crazy. People outside of the crowd. Rebels. Sozdavateli problems. The round pegs in square holes. Those who see things differently. They can not stand the rules. And they have no respect for the status quo. We can quote them, disagree with them, glorify or vilify them. The only thing you can not do - ignore them. Because they change things. They push the human race forward. And while someone sees them crazy, we see genius. Because the people who are crazy enough to think they can change the world, the only ones who do it ».
This roller was made many variations and additions. Some participants were in general video "personal" 30-second spot. Just like Pablo Picasso.
And here was the option of strictly forbidden to broadcast in the United States and Japan.
In 2002, a truly great campaign Think Different campaign changed the Switch Over the 4 years of its existence it was attended by 31 people, who had replaced her computer on the Mac and talked about how he became a well on a white background. Switchers visited both ordinary people and celebrities.
Minimalism and technology rollers fond Apple in the late 90's, when launched Power Mac G3 , and in the early 2000s - to promote the iBook
Effective from 2006 campaign Apple «Get a Mac» has already 29 clips featuring John Hodgman as a clumsy and boring loser the PC and Justin Long as the Mac fun and modern. Six clips of the campaign, where the two dialogues are humanized computer or get into different situations, were noted at Cannes Lions 2007 silver award.
And, of course, impossible to ignore the campaign for the player iPod , has continued for 6 years, and the most long-awaited news of the year iPhone
via / creativity / 2007/07/25/19404 /