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Director of Apple's '1984' & 'Think Different' campaigns retires from Apple's ad partner

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Lee Clow, the founder of Apple's main ad partner TBWA\Media Arts Lab, is retiring after spending a large part of his career working on Apple's most iconic campaigns including Think Different, Mac vs PC, and the 1984 Super Bowl commercial.

Clow, 73, will retain an advisory role as chairman emeritus, and participate in some "social impact" projects as well as a personal film effort, Fast Company said. Retirement plans were originally announced within TBWA in October, but not made official until Thursday.

The executive collaborated with Apple on all of its best-known campaigns, including its Orwellian "1984" Super Bowl spot, and "Think Different," which featured images of everyone from Gandhi and Albert Einstein to a Vietnam War protester putting flowers in gun barrels.

Later Apple work included the famous "Mac vs. PC" ads starring Justin Long and John Hodgman, and campaigns for iPods, iPhones, iPads, and iTunes. Outside of that partnership Clow's creations include the Energizer bunny and the Taco Bell chihuahua.

In recent years Apple has veered away from the styles Clow first championed, largely dropping any socio-political messages, as well as minimalist pieces set against stark white backdrops. Newer ads are often concerned with crafting an idealized lifestyle in which products like iPhones or Apple Music are key.

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7 Comments

davgreg 10 Years · 1055 comments

Apple had a personality and opinion under Steve Jobs and has morphed into just another big corporation under a Cook.

Clow is considered among the greats in his line of work. Well deserved.

3 Likes · 0 Dislikes
AppleExposed 7 Years · 1805 comments

Never understood why Apple didn't acquire this company after decades.

McJobs 6 Years · 29 comments

Steve Jobs's magic is all but gone from Apple.

https://www.youtube.com/watch?v=keCwRdbwNQY

1 Like · 0 Dislikes
SpamSandwich 20 Years · 32917 comments

McJobs said:
Steve Jobs's magic is all but gone from Apple.

https://www.youtube.com/watch?v=keCwRdbwNQY

A one of a kind, but not the only one with a similar ‘passion’ for their company. Any person who started their own business feels the same way. Your company is your baby.

anantksundaram 19 Years · 20393 comments

Brilliantly creative man. Just brilliant. 

Apple’s ads post-Jobs are such anodyne crap, by comparison.