40 Lessons from 40 Years of Apple Ads

40 Lessons from 40 Years of Apple Ads Apple was founded on April fools day in 1976. It’s first office was Steve Jobs’ parents’ garage: And it’s first products were humble: Steve Jobs was obsessed with poets, and he and Woz both drew inspiration from one of the best, Bob Dylan. Any great folklorist will tell you that Apple’s origins met the primary criteria for future exaltation. They were humble, poor, and hard working. From those origins, Apple has grown to a global behemoth with over $269 billion dollars in the bank. One of the (many) things that helped Apple get to where it is today is a mastery of advertising. This article presents 40 of the best Apple ads over 40 years and draws 40 lessons from each. It spans 1977’s “Simplicity” all the way to “The Rock x Siri Dominate the Day.” 1977 — “Simplicity” (https://archive.org/details/Apple_II_-_Simplicity_is_the_ultimate_sophistication) “Apple II will change the way you think about computers.” This is an introduction to the Apple II. It displays the features of the device with a clear emphasis on personal computing. The idea of having a personal computer was very new at the time; many people didn’t think there was a use for a computer at home. The lesson: When you’re introducing something new, keep it simple. 1978 — “Bestselling” (http://www.macmothership.com/gallery/MiscAds/a2bestselling1.jpg) “Since we developed Apple II in April 1977, more people have chosen our computer than all other personal computers combined.” Apple opens the brochure with the above quote, providing social proof from buyers. 1979 — “Adam” (https://www.engadget.com/2014/03/17/1979-apple-ii-ad-goes-biblical-photo/) This was a campaign in which anyone could submit an essay answering the following question: “What in the name of Adam do people do with Apple computers?” The best writer would win a trip to Hawaii, “the closest we could come to paradise.” Always solicit feedback, and don’t be afraid to launch weird contests. 1980 — “Ben Franklin” (http://wwwcdn.printmag.com/wp-content/uploads/franklin1.jpg) “It’s a wise man who owns an Apple.” The ad depicts Benjamin Franklin designing a kite on the Apple II. If there is a reputable national or historical figure from history you can tie your product to, do it. 1981- “Homemaker” Watch the ad here. This ad was radical for the time. Apple introduces the idea to millions of housewives that the computer can empower them to work (even if others in their life aren’t so supportive of that). Don’t be afraid of tackling hot button issues if your intentions are good, and your product or service can help give people new opportunities. 1982 — “Most Personal Computer” Watch the ad here. This commercial features clips of people around the world using Apple computers. Apple was one of the original pioneers in promoting a diversity of people, and ideas. 1983 — “Alone” Watch the ad here. Apple introduces the Lisa, “the first personal computer” for the office. If you were the first mover with a product or service, tell everyone about it. 1984 — “1984” Watch the original video. Apple introduced the first Macintosh during the Super Bowl with a vision inspired by George Orwell’s 1984. The Apple team hired Ridley Scott to direct this TV spot. At the time, the board of directors hated it. But it sold 72,000 computers in 100 days. The lessons? “1984” took advantage of three things the public was already aware of, and trusted, to help introduce something new (the Macintosh): 1984 the book The Super Bowl Ridley Scott And it packed a powerful CTA: On January 24th, Apple computer will introduce Macintosh, and you’ll see why 1984 won’t be like “1984”. 1985 — “Lemmings” Watch the ad here. After 1984 worked so well, Apple decided to double down on what was working and created, “Lemmings”. Ridley Scott’s brother directed it, and instead of showing people as drones, it went way beyond and depicted a mass suicide. Yikes. The ad bombed. Many people were fired our ousted, and Steve Jobs left the company a year later. The lesson? Be a bit radical with your ads, but don’t insult people. 1986 — “The Power To Be Your Best” Watch the ad here. One of Apple’s first slogans was “The Power to Be Your Best”. It’s a powerful reminder to distill your message into what your product or service helps people do. 1987 — “Hard Sell” Watch the ad here. ( Photo Source.) In the 1980s, IBM owned the market for business computers. Apple was fighting for market share, so it introduced a campaign called “Hard Sell”. It shows a salesman from an unknown company trying to sell their computer to a no nonsense type buyer. The buyer tells the salesman they just can’t take a risk like that, and the commercial zooms into show the salesman’s badge (he’s from IBM!). The commercial ends with a Macintosh logo. If you need to make sales, you need to create a campaign (or content) that will help your sales teams sell. 1988 — “Pencil Test” Watch the ad here. In 1985, Steve Jobs left Apple. The next year, he acquired Lucasfilms struggling animation division called Pixar. One of their first sales and projects was a commercial and collaboration with Apple to promote the Macintosh II. The lesson? Sometimes those who have been ousted from the company have the best ideas about how to improve it. 1989 — “Hit the Road Mac” Watch the ad here. This ad was about striving to create a new market for portable computers. The Macintosh Portable was sixteen pounds and cost $6,500, and never took off. But it did introduce the idea that one day computers would be portable. The lesson? If you want to create a new market, beware of being too early, and you might have to start advertising it decades in advance. The Macintosh Portable. 1990 — “Color” Watch the ad here. Up until this point, colored computers were incredibly expensive. This was the first affordable Mac with a color display. This ad embodies the principle of keep it simple. “Announcing something you’ve never seen before in an inexpensive Macintosh… color.” Keep it simple. 1991 — “Out of Reach” Watch the ad here. Out of Reach introduced the Macintosh Classic II. Most people at the time didn’t know that prices were falling for computers or that you could use them at work. So, it depicted a business person snatching a computer off the ground from his motorcycle on the way to work. The lesson? Pick the broadest misconception that’s stopping people from trying your product or service. Use video to erase that misconception and show them how easy trying your product or service could be. 1992 — “John and Greg” Watch the ad here. This ad showed two businessmen using PowerBooks in an airplane at 30,000 feet. The lesson: how early adopters and trendsetters are using your product or service might be the most interesting thing your ads can depict. 1993 — “What Is Newton?” Watch the ad here. Again, Apple tried to create a larger market for portable computers, introducing the Newton handheld PDA. The ad exemplifies the importance of explaining what you’re selling through using similes and metaphors. Example, “Newton is as simple as a piece of paper.” “Newton is news.” 1994 — “Before After” Watch the ad here. This ad showed a creation/report/pamphlet before… and after. Before shows the creations with no images, and after shows them with beautiful color photos. The ad introduces the Apple Quick Take, one of the first consumer digital cameras. The reminder is simple, show what life is like before your product, and what it’s like afterwards. Before, and after. 1995 — “Power Is” Watch the ad here. In this ad, Apple takes a central human question and has several influencers answer it. The question: What is power? The influencers who answers that question in many different ways include, George Clinton, Hunter S. Thompson, Spike Lee, Oliver Stone, Marlee Matlin, and Dave Stewart. Some of their answers: “Power is… individuality a spaceship The ability to communicate To motivate” The lesson: influencer marketing works. Find a macro question your early adopters have, and show them how influencers that speak to them attempt to answer it. Do your best to answer all the questions your early adopters might have. Not just about your product, but about life, too. Fun side note, this ad came out the year after the classic, Power vs. Force. 1996 — “Mission Impossible” Watch the ad here. (Source: Mission Impossible) Apple paid for product placement in the first Mission Impossible movie. In this ad, they made it even more clear that they’d done this by collecting all the scenes from the film in which Apple products are shown and used. Product placement works, and if you’re up front about it, you can build and maintain trust with your audience. 1997 — “Here’s to the Crazy Ones” Watch the ad here. (Source: Apple) This marks the year that Steve Jobs returned, and Apple ramped up it’s battle against IBM. IBM announced a “Think” slogan. So Apple announced their “Think Different” campaign. This is perhaps the most successful advertising campaign of all time. It is audacious, and perhaps preposterous, placing great minds and achievers next to the Apple logo. Some of the people and images Apple featured in the campaign included: Albert Einstein, Muhammad Ali, Gandhi, Bob Dylan, and Amelia Earheart.

Load more