Would You Have the Courage?
By Joe Ferry on Feb 1, 2009 in Featured, Marketing Communications | comments(0)
Imagine you are the marketing director for an up-and-coming personal computer company in the early 1980s. Your boss gives you a generous budget and the creative freedom to come with something that challenges the powerful market leader and positions your product as an alternative. And, oh, by the way, it will air during the Super Bowl and that will be the only time it is shown.
Talk about pressure? Would you have the guts to offer this commercial at a pitch meeting?
I suspect most of us would be tempted to list plenty of benefits, show lots of pictures of happy customers, and include a strong call to action. That would be the safe, traditional approach. Instead, it is a dark, sinister looking spot in which the product’s name is mentioned only once and the company logo appears for approximately three seconds.
Not to be outdone, Apple celebrated the 25th anniversary of the MacIntosh with this commercial. The product is never mentioned once, and the logo appears for only a moment at the end.
Can you picture yourself having the courage to take such a bold approach?
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