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Think Emmy (8/30/98)
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It's only the second year in which the Academy of Television Arts & Sciences has awarded an Emmy in the category of "Best Commercial," but Apple walked away with the prize. The minute-long "Think Different" ad, created by the same TBWA Chiat/Day who gave us the legendary "1984" Macintosh commercial, can add another notch to its belt-- and this one's a pretty big notch. Read more about it in a CNN article.
"Think Different" may not have directly sold many Macs, but it certainly put Apple back into the public eye, if for no other reason than to question the commercial use of history's great figures and to debate points of grammar. And over time, there's no doubt that it struck a chord with Mac users everywhere, who grew to associate the commercial with the real spirit of the Macintosh-- it embodied the concepts of creativity, lateral thinking, results over popularity, and elegance over uniformity-- and distilled it all down into sixty seconds of grainy black and white footage, a simple voiceover, and, ultimately, two words. And it worked. It gave Apple a foothold back into regaining mindshare, which they are now working hard at turning back into market share. We at AtAT are proud to hear that that the "Think Different" commercial continues to be recognized as one of the best of the bunch.
By the way, the CNN article does include a "complete list of winners in the creative arts categories," so if you're the type who likes to be surprised on Emmy night, you might want to keep away. However, none of the "big" award winners (best actor, best drama, that kind of stuff) are revealed, and we think that most of the categories covered aren't going to be televised on September 13th anyway. Use your best judgment.
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SceneLink (976)
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And Now For A Word From Our Sponsors |
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 | | The above scene was taken from the 8/30/98 episode: August 30, 1998: Apple's "Think Different" commercial racks up yet another trophy, and this one goes by the name "Emmy." Meanwhile, the iMac launch may have been staggeringly successful, but worrisome rumors of impending supply troubles continue to loom, and Bill Gates does his best Ollie North impersonation as he dodges the DoJ's questions like a champ...
Other scenes from that episode: 977: Demand >> Supply? (8/30/98) Apple shocked a great many of us by somehow avoiding a PR debacle of biblical proportions during the iMac's launch a couple of weeks ago. Basically, just prior to the launch, rumors had been flying everywhere that, despite running its plants twenty-four hours a day and seven days a week, Apple still wasn't going to have nearly enough units ready for August 15th... 978: Cool as a Cucumber (8/30/98) Both sides in the "Redmond Justice" case are gearing up for the upcoming trial. Despite the fact that a grouchy ol' appellate court ruled that his deposition should be held privately, details are trickling in about how Microsoft Head Honcho Bill Gates answered the Justice Department's pre-trial questions...
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