In this day and age, marketing is everywhere, from logos on water bottles to advertisements on blog pages. Consumers are beginning to become numb to these advertising efforts, and standard marketing tactics are moving toward obsolescence. Because of this shift in the marketing industry, commercials that highlight brands rather than products are increasing in popularity.
Modern consumers want to showcase their individuality and celebrate their ability to express themselves through social media platforms. Advertisements and marketing campaigns that build upon this idea are particularly effective. To reflect this, Apple recently revamped commercial from 1997 in memorial of Steve Jobs. The commercial features black and white footage of rebellious icons such as Albert Einstein, Martin Luther King, Jr., Pablo Picasso, and John Lennon. Richard Dreyfuss narrates:
“Here’s to the crazy ones: the misfits; the rebels; troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”
The advertisement does not mention any Apple products or comparisons to other brands. There is little indication of the brand behind the commercial at all. At the end of the ad, “Think different” appears in writing, and Apple’s rainbow logo silently appears above the text before the commercial fades to black. This subtle indication of the brand behind the message is powerful because it shows consumers the mindset behind the brand.
The Steve Jobs version of the Think Different commercial is virtually the same as the original. This commercial never aired on television, but it was made available online after the death of the CEO. These commercials cover a wide demographic, which encompasses ages 7 and up. The ad tells a compelling story, which is relevant to every individual. The target market is not exclusive to tech-savvy people, because it communicates Apple’s brand mentality rather than focusing on products. Apple is extremely clear about how the corporation wants to be perceived by customers. This commercial shows consumers that the brand is relatable, accepting, rebellious, and full of vitality. The ad communicates that the brand is a cut above competitors because it recognizes the importance of individual differences.