New roles for Apple's ads

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Apple Computer will expand its "Think Different" image campaign to product advertising, according to Mitch Mandich, Apple's exec VP-sales. The company revealed some of those ads today at its Macworld Expo in San Francisco. The new tag lines include "Think Fast" for the Power Macintosh G3 and "Think Now" for the Apple Store on the Internet. The "Think Different" campaign will also be used extensively in Europe, Mr. Mandich said. In today's keynote address, Steve Jobs, Apple's interim CEO, credited ad agency TBWA Chiat/Day for a campaign that he noted has already been imitated in commercials for ABC (also by TBWA Chiat/Day) and CBS. Mr. Jobs made the surprise announcement that in the last quarter Apple turned a profit of $45 million on sales of $1.5 billion. Most analysts were expecting a loss.

Copyright January 1998, Crain Communications Inc.

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