APPLE Think Different

除1984之外,這肯定是Apple最經典的另一Advertising Campaign了。

當年第一次在Apple的網站看到這電視廣告,已經覺得毛管戙。

日後,這不僅成為我個人最喜愛的廣告,當中的文案,更成為了我做人的座右銘,每次工作遇上不如意,拿這廣告出來看一遍,便又會雄心萬丈,充滿鬥志。

話說當年,Steve Jobs在1984年推出了震驚全球的Macintosh後,翌年,即因內部政治風波而被董事局踢了出局。

1997年,Steve Jobs回巢,除了矢志要令當時已一厥不振的Apple重振聲威外,深諳Marketing之道的他,立即找回了當年幫他想出1984那條絕橋的創作人Lee Clow (TBWA\Chiat Day),替他造勢,創作全新的品牌形象廣告。

廣告最終要傳達的訊息,是要告訴當時已所剩無幾的Mac Users們:嗨,雖然你們是最少數的一群,但,你是最好的。

從這裡可以下載這電視廣告:http://www.uriahcarpenter.info/think-different-one.html

電視廣告文案:

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.

The’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.

But the only thing you can’t do is ignore them.

Because they change things.

They push the human race forward.

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.

後記:文法上,Think Different這廣告Slogan是錯的,正確地應該是Think Differently吧。據說,這是當年廣告公司刻意製造話題的手法,目的,就是要為了突出Think Different背後的意義吧。

One Reply to “APPLE Think Different”

  1. “日後,這不僅成為我個人最喜愛的廣告,當中的文案,更成為了我做人的座右銘,每次工作遇上不如意,拿這廣告出來看一遍,便又會雄心萬丈,充滿鬥志。”

    That’s exactly how I felt and what I did after I’ve seen this ad a couple of years ago. Since then this clip has been sitting on my desktop and I’d play it (along with other inspirational speeches, i.e. Rocky’s speech to his son, Al Pacino’s speech in Any Given Sunday) whenever I need some extra boost of energy!

Leave a Reply

Your email address will not be published. Required fields are marked *