Apple Computer launches its new ’think different’ branding campaign
in the UK this week, kicking off with an initial spend of pounds 2
The campaign was created by TBWA/Chiat Day in the US, with UK media
buying through BBJ Media Services. TBWA Simons Palmer has also been
involved with planning the UK campaign.
’Think different’ links Apple with a series of icons who have made a
tangible difference to the world. Footage of Picasso, Einstein and
Gandhi is shown alongside pictures of John Lennon, Jim Henson, Muhummad
Ali, and Alfred Hitchcock.
A voiceover announces: ’Here’s to the crazy ones. The misfits. The
The troublemakers ... The ones who see things differently ... Because
they change things ... They push the human race forward ...’
Alan Hely, Apple’s UK marketing director, said: ’We are about making
tools for people who want to do something with their lives, whether they
are schoolchildren or multimedia companies.’
The campaign is the first to come out of the TBWA network, which won the
business from BBDO at the end of last year.
As well as the television work, posters will go up in the middle of next
month, and will take over all the cross-track sites on the westbound
Piccadilly Line platform at Leicester Square tube station. A 16-page
insert in the Guardian is also planned.
Apple wanted to get away from product comparison and promote the company
as one that makes tools for people who have ideas.
The computer company returned to profitability last year, and is keen to
capitalise on its increased confidence and credibility.