Is this Steve Jobs driving a tank in a classic Apple TV spot from the late 1990s? That was the rumor at the time: Jobs was making cameos in Apple commercials.
Ken Segall, the TBWA ad man responsible for naming the iMac and Think Different, reveals the truth after the jump. He also shares some rare behind-the-scenes photos he took during the filming of this commercial and another from the same era.
Meet Ken Segall — the man who dreamed up the name “iMac” and wrote the famous Think Different campaign.
Segall is a veteran creative director who worked at Apple’s agency, TBWA\Chiat\Day, back in the day.
“I’ve put in 14 years working with Steve Jobs on both Apple and NeXT,” says Segall. “I’m the author of the Think Different campaign and the guy who came up with the whole “i” thing, starting with iMac.”
Segall collaborated closely with advertising legend Lee Clow, chief creative officer of TBWA\Chiat\Day, whose retirement was widely — but prematurely — reported last week.
In this exclusive interview, Segall talks about working with Steve Jobs, how Jobs initially hated the word “iMac,” and the importance of the Think Different campaign to Apple.
httpv://www.youtube.com/watch?v=2IPY-63_gaU
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?