It was 1984 and Steve Jobs wanted to create a new way to market the Apple II line using an emotional connection. It would manifest again decades later with the “Think Different” campaign. This is the antecedent advertisement that started the Apple emotional connection videos.pic.twitter.com/L2Lm14OvSN
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Replying to @BrianRoemmele
And this format has become virtually standardized across the industry. Nowadays it’s rare to see ads from tech companies that don’t use this formula to the point of almost trivializing it.
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Replying to @_asfonseca
Indeed. It has no effect today. Steve learned it for the “Reach our and touch someone” and “have a coke” commercials that began the modern embodiment. It felt fresh when he did it.
4:01 PM - 24 Oct 2019
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