SanDisk’s Anti-iPod Campaign — Lemmings Redux?
SanDisk has launched a new advertising campaign that portrays iPod users as mindless sheep or robots.
The iDon’t campaign asks listeners to “Think for yourself” and “resist the monotony of the white earbuds.”
“Now is the time to break free from restrictive formats and a single source of music,” it says. “It’s time for choice, for freedom, for self-expression — and for all independent spirits to stand up and say “iDont.” You don’t need to follow. Now there is an alternative.”
The alternative is SanDisk’s own Sansa e200 (there’s a memorable name), which looks like an iPod knockoff with a pseudo-scroll wheel.
The campaign is reminiscent of Apple’s ill-fated 1985 Lemmings commercial, which portrayed potential customers as lemmings walking off a cliff. The spot is judged to be Apple’s biggest advertising blunder. It’s never a good idea to insult potential customers.
Leander Kahney is the editor and publisher of Cult of Mac, and author of three books about technology culture: 
