Apple's Iconic "Think Different" Campaign (Swipe File Example #1)
In 1996, Steve Jobs returned to the company that fired him and created the most iconic marketing campaign in history.
This quick breakdown is part of “The Ultimate Copywriting Swipe File”.
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⭐ What led to this Iconic campaign?
In 1996, Apple acquired NeXT, the company Steve Jobs had founded 11 years after his departure from Apple.
During these times, Apple faced significant financial challenges.
Steve Jobs came up with that initiative. “Think Different” marked the beginning of a new era for Apple.
📺 The original “Think Different” ad
🎯 What is the goal of the copy “Think Different”?
To position Apple’s brand among visionary thinkers and innovators.
Apple wants to be in the same group as legendary leaders who dared to be different.
👪 How does it relate to the target audience?
The campaign taps into the desire of all of us to be different.
We all want to be considered original, creative individuals that push boundaries.
The goal is to connect with the audience who see themselves as part of this group of people who challenge the status quo, people like Albert Einstein, Muhammad Ali, and Bob Dylan.
When you buy an Apple product, you become a member of this community.
💡 Takeaway for copywriters: Think about how you can evoke emotion in your audience and how you can make them feel part of something bigger than themselves.
🥊 Competitors’ Perspective
Another big goal of this campaign was to differentiate Apple from its competitors.
This campaign was a direct response to IBM's “Think” Slogan.
💡 Takeaway for copywriters: keep track of your competitors’ copy. You can use it to your advantage.
😎 What makes this copy unique and different?
The copy is not selling a product.
It’s selling an idea. A movement.
The words in the ad are poetic and read like song lyrics, making it more memorable and unique.
🎨 What formatting elements make this copy appealing?
The slogan wants the reader to move towards action: Think.
It’s also very simple, and simplicity is powerful. Apple didn’t overcomplicate its message; it spoke directly to its audience’s emotions.
💡 Takeaway for copywriters: Keep it simple. Focus on a few powerful words that speak directly to your audience’s emotions.
🧗🏽 What is the journey of people seeing this copy?
This ad was used on TV and posters.
The ad made people want to join this movement and associate themselves with these visionary thinkers.
Eventually, this led to people becoming loyal customers of Apple Products.
🏛 How did the copy evolve over time?
“Think Different” is still a key concept in Apple’s business approach.
Simplicity and out-of-the-box thinking are core concepts in how Apple develops products and designs ads.
📁 This quick breakdown is part of “The Ultimate Copywriting Swipe File.”
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