![]() Over the course of the next few years, following a nearly 9 months development process, Apple released 66 “Get a Mac” ads that made fun of Microsoft and Windows from every which way. Specifically, Jobs reportedly “wanted to go hard at the PCs”, with Mike Refuerzo noting that “Steve really wanted to expose them.”Īnd expose them they did. ![]() Jobs of course would inevitably make his opinions on how the ad campaign should be structured well known. We want you guys to come up with something.’ It was as simple as that.” ![]() “The brief was like, ‘You know what? Mac needs a campaign. “With Steve, briefs weren’t super formal like a traditional agency, where you have a planner present pages and pages of strategy deck,” executive creative director Eric Grunbaum explained. In turn, Jobs gave the creatives at TBWA\Chiat\Day - Apple’s longtime ad agency - a rather hazy directive to come up with something great.
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