Apple's main ad man thinks different, steps down as Macs battle PCs like it's 1984
By Donald Melanson 
posted October 30th 2009 1:56PM
posted October 30th 2009 1:56PM
Apple's certainly seen plenty of shakeups in its ranks over the years and, while this one may not exactly come as a shock, it's still tough to overstate the influence of Lee Clow, who has announced that he's stepping down as chief creative officer of Apple's main ad agency, TBWA/Media Arts Lab. While he also made his mark with a range of other clients (including the Energizer Bunny and the Taco Bell Chihuahua), Clow was most closely identified with Apple, and founded the Media Arts Lab as part of TBWA in 2006 specifically to serve the company. Clow has been the man behind virtually every major Apple advertising campaign even before that, however, including the famous 1984 Superbowl ad, the "Think Different" series, the dancing iPod silhouettes and, of course, the Mac vs. PC ads. Not surprisingly, another Apple ad man, Duncan Milner, has been tapped to take his place, and Clow will be staying on as Chairman if he ever needs a little advice. Let's head on past the break for a brief trip down memory lane, shall we?
[Via Macworld]
[Via Macworld]
Does this mean less douchbaggery, or has he trained Milner well?
I hate the current Mac vs. PC ads. They make people feel sorry for the PC guy and make the Apple guy look smug and arrogant.
Is that the way people think about Apple users?
While I may have hated the Mac vs. PC ads, this man's portfolio is nothing short of astounding, and Apple's marketing before trying to one-up Microsoft was amazing.
I wonder what he'll be doing next.
I agree the guy has done a great job - but I also agree that current Mac ads do make any of us with Apple products look like douches.
Amazing life's work but to echo all the above... Mac v PC don't do anything for me... frankly, I am not sure who they would do anything for besides current fan boys and the PAINFULLY ignorant (who would probably make purchases solely on price anyway).
Seeing all the hurt and bitter responses here just made me realize just how effective his ideas were.
What a huge loss for Apple :(
Pot usually means less douchbaggery. There's just no time for it. There is only ... snacking.
I miss the times in the beginning where Mac actually got a word or two in. It almost seems to be working in opposite now, as PC is getting 80% of the facetime on the commercials. They really need a new advertising campaign.
Twenty-five years later and it's still "Think differentLY"!
Ridley, your comment was stinking of fanboysim (like some of your other posts). To clarify, as an iPhone, ipod, etc. owner, I think they make us look like douches - along with comments by the fervent mindless fanboys who just trash anything non-Apple.
Yeah there's no doubting that this man is a super-uber-genius who happened to find his way into the field that he obviously could perform best in.
But the Mac Vs. PC ads bother me. A Mac is a PC. Apple doesn't make computers anymore at all; they make pretty cases and a great software package based upon someone else's work. I wish someone would do a commercial where they unzip the mac guy's "exterior" and his skin "costume" falls off and underneath we all see that in fact the Mac is just another PC.
It would be cool if Apple tuned it down a bit... I saw the latest ad and it feels like propaganda. And I LOVE Apple. But they really don't do much to prevent the "Apple owners are smug douches" stereotype that a lot of people seem to hold.
Congrats to this guy for his career though I guess :P
@ James Sonne - Twenty-five years later and it's still "Think differentLY"!
Umm... that's the idea behind the marketing of "think different." ...
Think Different: non of these people know what a mac is
Maybe Gandi should have a big Mac....
BeerBum, it's sad that you think the point is them having a mac...try deeper thinking on this one.
Everybody likes John Hodgman more than Justin Long. You can argue about whether it's an effective ad campaign or not, but you have to understand that the point is NOT to get you to think you're just like Justin Long. If anything, in trying to get people to switch, they WANT you to identify with Hodgman, assuming you're currently a Windows user.
Also, I think we'd do well if engadget never had another idiot pointing out "but a Mac *is* a PC" as if they're a genius for stating the obvious.
Think Different ads were good but maybe in bad taste since they were ads for computers, but I think over time they stood less for computers and more for the "think different" message.
iPod ads were a good idea.
Mac vs PC ads are terrible. Almost as bad as some of the Playstation ads that have come out over the last couple of years. Macs have had a string of really bad douche bag campaigns, I dont know if hes been responsible for all of them, I cant remember the last one but I remember hating it.
After so many good ideas he sure did go out on a bad note.
If they want to make Apple commercials better, they should slap a Windows Logo on it.
well you have to be crazy to spend 1500+ on a Mac
Now that I have see it one more time I really like that old commercial.
Or be a baller.
BLING.
Or be smart enough to know that three years down the road you can sell for $750 or so. Good luck trying to sell a three year old PC for anything near half of its original purchase price.
@Dane, Funny thing the gain on the sale is not worth the difference in price. Nice try, but you can't just forget the whole purchase price, that's like saying you bought something for 1000 dollars and sold it for 500, why not just buy it for 500 and save yourself the hassle.
No, Dane got it right. An example for you: four years ago I bought a Thinkpad for $1800 and a refurb iMac for $800. This week I sold the iMac for $300 but can't unload the Thinkpad for $200! Resale value is a key reason I'm going to buy Mac from now on.
Buy a mac! In a few years some moron will overpay for outdated hardware. You too can be an unscrupulous Apple reseller.
I dunno man I bought an Acer Ferrarri for resale value. I purchased it at 1700 or so over 3 years ago and after Mardi Gras I sold it for 1400 and was more than enough to build me a cutting edge gaming machine.
@ Anticrawl
Now you know it's unscrupulous to sell products to deaf children in wheelchairs that have been in comas for 3 years, right?
Here here!
I don't care a whole lot for Apple products, but Mr. Clow's resume is certainly nothing short of incredible. Congrats, sir.
Did you mean: "hear, hear!"?
http://www.phrases.org.uk/meanings/178100.html
Actually, I was calling my dog as I was typing, but I guess it's me now with my tail between my legs.
So does this mean the end of all the annoying "don't buy a PC" ads? I'm very afraid not.
wow so i wonder if this means that Apple's amazing marketing ability will diminish?
It already started to... have you see some of their commercials lately?
you can see just from watching these three samples how it has gone down hill. aren't those last two in reverse order?
Apple ads went from inspiration to lame attacks.
maybe Apple will have grammatically correct slogans this time....
Sorry you must speak up over the sound of Mr Jobs' money counting machines :p
Think different (about grammar).
Quick, "think fast." How's that much different from "think different?" It's not the norm, but it's not incorrect usage.
"Think different" is correct grammar, as a directive you do not use an adverb.
"Turn rightly."
Yeah.
"Think firstly before posting something about grammar."
-s-
@skoochy I think you may want to revisit your smugness.
"Turn right" is not telling someone how to turn, ie. it is not saying "Turn correctly".
Perhaps you should learn to use english PROPERLY.
@skoochy I think you may want to revisit your smugness.
"Turn right" is not telling someone how to turn, ie. it is not saying "Turn correctly".
Perhaps you should learn to use english PROPERLY.
lets see if the new ads will highlight the features/benefits of apple's products this time around, maybe that way i will consider making a purchase..after i save up enough money of course
OMG, I'm going an getting a DROID!!!
Not really since that's why apple's adds attempt to avoid...
Wow. The man who made Apple has retired.
Jonathan Ive hasnt retired.
This guy is a genius! Those ads are marvellous, ingenious, brilliant and original. I love all of them!
The first ad made me think of Bill Gates for some reason.
I got on 2 different IP's to vote this comment up twice.