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Soon We'll Be Sick of It (8/11/98)
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A little more information about the upcoming iMac advertising campaign has surfaced in the form of an article in Advertising Age magazine. Unsurprisingly, as with the "Think Different" campaign, Steve Jobs has his hands all over the project, though he personally downplays his role and tries to redirect the credit to Apple's ad firm TBWA Chiat/Day. Apparently the ad slogan "I think, therefore iMac" is Steve's own composition (though if he hadn't thought of it, we're sure someone else would have).
As for where these ads are going to show up, expect the usual suspects: of course there will be TV commercials, and billboards, posters, and magazine ads will be prevalent. In addition to the full pages Apple bought in major magazines for "Think Different," apparently we can also expect a 12-page glossy insert in Time, Newsweek, and a few other publications beginning on August 17th. We assume that the PowerBook G3 Series "It eats Pentium laptops for lunch" pullout must have done very well, since Apple's returning to the same strategy. (We're very interested to see what Apple and Chiat/Day come up with for a full twelve pages on the iMac, especially since the system's printed documentation is only four pages long. Tons and tons of pictures would be our guess.)
Meanwhile, AtAT viewers from all over the country are reporting that the advertising blitz has indeed begun, as Apple has seized the airwaves; people can't seem to turn on the radio without hearing an iMac ad, the likes of which were posted by Reality last week. In addition, apparently several radio stations are giving away iMacs to listeners, so if your musical tastes run towards the "adult contemporary" vein (which is the demographic Apple seems to be targeting), keep your ears open and you may just walk away with a free system. Hey, it sure beats winning free Kenny G tickets.
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SceneLink (929)
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And Now For A Word From Our Sponsors |
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 | | The above scene was taken from the 8/11/98 episode: August 11, 1998: Apple's stock shoots ever higher amid reports of record iMac pre-orders and new Mac applications. Meanwhile, the iMac ad blitz has begun, and the radio ads are only the beginning, and rumors of five "golden ticket" iMacs show that Apple still hasn't lost its sense of humor...
Other scenes from that episode: 928: More Signs of Life (8/11/98) It was a big day for Apple's public image, to be sure; following the release of some good news, Apple's stock went through the roof, relatively speaking. It actually broke 41 in heavy trading, before finally settling back down to about 39... 930: Oompa Loompa, Baby (8/11/98) Okay, we haven't seen the actual magazine in question, nor have we seen this information surface anywhere but at MacNN, but apparently Newsweek reports that Apple's got a "final enticement" promotion for the iMac that buries the needle on the Whimsicalmeter®...
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