AppleInsider StaffLast week, Clow was alleged to be relinquishing his role as the head of TBWA, as well as his involvement in Apple advertisements. The misunderstanding stemmed from the fact that Duncan Milner has taken Clow's role as chief creative officer of TBWA/Media Arts Lab. In response, Clow refuted the reports.
Clow reportedly sent the following e-mail, a copy of which was provided to AppleInsider to employees at his agency:
- So we tried to promote Duncan Milner because of the great job he's been doing leading the Media Arts Lab and look at how the blogosphere decided to make it a conversation about me.
As you all know, I'm here every day meddling in everything that goes on, pushing the creative on many brands including keeping an eye on Apple.
I remain Chairman of MAL, Global Creative Director of Media Arts and Chief Creative Officer of TBWA Worldwide.
I'm not going anywhere.
Love, Lee
Clow, 66, has a storied career in the world of advertising, and many of his most noteworthy accomplishments are tied to Apple. Perhaps his best-known work was behind the iconic "1984" TV spot that heralded the introduction of the Macintosh computer. The Ridley Scott-directed 60-second commercial aired during the third quarter of Super Bowl XVII on Jan. 22, 1984. It was made for a budget of $900,000 and is considered to be a masterpiece in advertising.
Clow and TBWA were also the minds behind Apple's "Think Different" campaign, the silhouette iPod advertisements, and the "Get a Mac" ads featuring actors John Hodgman as a PC and Justin Long as the Mac. Other memorable campaigns over his 40-year career include the creation of the Energizer Bunny and the Taco Bell Chihuahua.
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105 Comments
Mr. Clow, please convince SJ/Cook to put the "I am a Mac/PC" series to bed. It was quite funny and edgy originally, but it's getting long (no pun intended) in the tooth.
Glad you're not going anywhere. I am sure you have the next one up your sleeve - can't wait to see it!
Balloon boy V. 2.0
Mr. Clow, please convince SJ/Cook to put the "I am a Mac/PC" series to bed. It was quite funny and edgy originally, but it's getting long (no pun intended) in the tooth.
Won't happen, because the campaign is now so powerful and iconic that the competition has picked up on it (clumsily) for their own ads, which feature 'ordinary people' calling themselves PCs. You simply DO NOT replace a campaign that effective. And they won't, because they (unlike you) understand the nature of advertising.
Which is to say: Doesn't matter (not even slightly) if the public says they're sick of it. What matters is (1) that people notice it, and (2) that the ads, in fact, have allowed Apple to control the nature of the conversation. That's powerful stuff, reminiscent of the old Hertz/Avis campaigns. Avis was a distant Number Two to Hertz' Number One. (Same as Apple's relationship to MS.) Hertz even had an iconic campaign: 'Let Hertz put you in the driver's seat', with a catchy jingle. Avis came out with a 'We Try Harder' message that had such an impact, Hertz put their famous campaign aside and began responding in kind.
In other words, the other guy blinked. When that happens, you've won. (Even if you remain "Number Two", as Avis did and Apple has.) This is the most effective campaign Apple has EVER run, and one of the most effective in advertising history. It ain't going away anytime soon.
How embarrassing!
Mr. Clow, please convince SJ/Cook to put the "I am a Mac/PC" series to bed. It was quite funny and edgy originally, but it's getting long (no pun intended) in the tooth.
I agree with Mister Snitch. You don?t gracefully retire marketing. You beat every last potential sale out you can get out of it. These ads are relatively cheap and easy to make and appear to provide high returns.
I understand what you are saying and they do seem a bit smug, but I will admit that I do go to Apple?s site to watch the newest ones when they come out. I do also find them entertaining.
Also, I don?t think replacing the ads in the holiday quarter is a smart move. When they do retire, they?ll likely integrate a new ad to see how it works first, unless Justin Long gets arrested for something heinous, then we might see the whole series dropped immediately.