“Think Different” Sloganeer Steps Down: What Will Apple’s Next Iconic Catch Phrase Be?
6:10 am, October 30th, 2009, Nicole Martinelli
Lee Clow, the man behind Apple’s groundbreaking 1997 “Think Different” campaign and chief creative officer of Chiat announced he is stepping down.
Here the jeans and base-ball cap wearing Clow, now 66, is interviewed about the days he was the only ad guy not wearing a three-piece suit — by Alex Bogusky, the Mac-using brainchild behind Microsoft’s “Laptop Hunter’s” series, which has been poking a few holes into the sometimes tired “Mac vs. PC” ads.
Apple abandoned the “Think Different” campaign in 2002 for the “switch” concept, but it never really caught up with Clow’s creation.
We stand corrected: Ken Segall, former Chiat creative director on the Apple account wrote in to say:
“Lee is/was the chief creative officer at Chiat, and as such doesn’t actually create this stuff — he’s an inspiration and ultimately responsible for the output. Interestingly, the words “think different” were actually written by an art director. His name is Craig Tanimoto. Not bad for a guy whose first responsibility was design.
Also, Think different was not replaced by the Switcher campaign. At some point (I can’t even remember when), it was decided that the “think different” words simply didn’t need to be said anymore. They became more or less embodied in the brand. This, just as Nike dropped “Just do it” and started using only the company’s famous swoosh.”
What do you think Apple’s next iconic catch phrase should be?
Posted by Nicole Martinelli in Advertising, News | Comment on this article
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Apple. That’s How.
How do you make a home movie in an afternoon? Or find music that matches your style? Or phone a friend and don’t have to ask how to get there?
Apple. That’s How.
How do you stay more productive than PC users at the office? How do you do things right first time? Or you get your TV programmes streamed to you?
Apple. That’s How.
Adam, on October 30th, 2009 at 6:18 am
It works. It plays. It’s Apple.
Ian, on October 30th, 2009 at 6:36 am
“Work Different”
“Be Different”
“Be Mac”
“Mac and You”
“How Mac are You”
“Mac Your Life”
Perhaps the last one is the best, better if I stop it here.
Giogio, on October 30th, 2009 at 6:36 am
“Be Amazing”
Scott, on October 30th, 2009 at 6:58 am
I like the idea of celebrities going “My name is [whatever] and I’m Apple” in a simplistic commercial — it shouldn’t be too hard to convince celebrities to do the commercials as 90% of them use Apple products ..
Peter Hansen, on October 30th, 2009 at 6:58 am
“Why be the nail when you can be the hammer?”
JS, on October 30th, 2009 at 7:39 am
“Think Cheaper”
Tim, on October 30th, 2009 at 7:39 am
Ok…but? What about posted slogan copyright?
Get real competition.
b.mandic, on October 30th, 2009 at 8:11 am
“An Apple a day keeps Microsoft away.”
“Once you got Mac, you’ll never go back.”
“Use a Mac, or i’ll beat you #$%@$ face in.”
ryan, on October 30th, 2009 at 8:56 am
(A picture of two computer users. The Mac user is smiling, the PC user is harried, banging his fist on the desk, “Why won’t it work? Why won’t it work?”)
“The Mac… less bang for your buck.”
Ken, on October 30th, 2009 at 8:58 am
“Mac!”
JYC, on October 30th, 2009 at 9:07 am
Im currently liking Ryan’s: “Once you got Mac, you’ll never go back.”
Andrew Macdonald, on October 30th, 2009 at 9:55 am
“Suck it Microsoft, SUCK IT!”
MrJones, on October 30th, 2009 at 10:27 am
Whatever Apple chooses as their next slogan, please let it use good grammar this time around. “Think Different” should have a been “Think Differently.” As a grammarian/rhetorician, it’s sad to see a dynamic, innovative company like Apple make such a basic mistake. I read at some point that Apple knew this was an error, but chose to go ahead and use the slogan anyway. If so, they’re doing the public a real disservice.
Chris, on October 30th, 2009 at 12:03 pm
Apple… We’ve upped our standards! Now up yours!
YodaMac, on October 30th, 2009 at 12:04 pm
LOLing, to all of them. Thanks guys.
Nicole Martinelli, on October 30th, 2009 at 1:25 pm
I’m seconding “Mac Your Life”
It’s proactive and it sounds like “Mac the Knife”
=D
Church of Apple, on October 30th, 2009 at 1:35 pm
“Apple Is A Good Computer”.
CaryMG, on October 30th, 2009 at 1:41 pm
@Chris, you beat me to it “Think Differently”
Might as well stay with the poor grammar theme.
“Be Differently”
Buck, on October 30th, 2009 at 2:19 pm
“Let Apple pick your pocket and rip you off”
Bob Loblaw, on October 30th, 2009 at 2:50 pm
Ironic that you have a video of Alex Bogusky, head of CP+B, Microsoft Windows agency of record, interviewing Clow.
Hack, on October 30th, 2009 at 3:31 pm
With most computer OS’s providing all the capabilities we need: email, instant messaging, web browsers, music players, DVD players, etc. plus a pile of third party offerings, the most important feature is not new features, just stability.
It should work all the time, without fear of viruses, with the 5 nine’s availability (99.999% up time) we take for granted in our land line telephones.
The new slogan should be an old one from Steve when he was talking about NeXT Computers:
“It just works”
which infers: It just works, as you would expect, whenever you want it without a lot of fuss.
Stability before new features!
Kevin Ford, on October 30th, 2009 at 4:12 pm
Apple. Insanely great.
Adam, on October 31st, 2009 at 12:51 am
A computer for the rest of us
king, on October 31st, 2009 at 12:43 pm
Apple Inc.
- Attractively Yours!
Shrinidhi Shastri, on November 4th, 2009 at 10:37 am
Microsoft ROCKS!!! I feel so bad when people say bad things about microsoft! Apple looks like a toy, and Microsoft is the best!
Linda, on March 10th, 2010 at 5:59 am