A central theme running through Apple’s acclaimed advertising over the years was largely responsible for creating the cultural phenomenon that the company became under the leadeship of Steve Jobs, writes Bob Garfield in Advertising Age.
The theme in the advertising was simple: It was true.
This goes all the way back to the landmark Super Bowl commercial “1984,” often cited as the greatest commercial ever made. The commercial, Garfield writes, helped separate Apple from the IBM-oriented masses, creating the cult of the brand — which continues to thrive today.
Garfield writes: “People didn’t buy Apple products; they bought into the Apple ethos. Even as the enemy morphed from IBM to Microsoft and now, increasingly, Google, Apple wasn’t just a company. It was a movement.”