Most companies run ads to sell products, but one man decided to do something different.
At the time, the company was still small, competing against giants like IBM, a company so dominant it practically was the tech industry.
But instead of playing safe like everyone expected, he did something that didn’t look like marketing at all by creating a commercial.
The ad showed a cold, grey world where people sat in rows, watching a giant screen controlled by a Big Brother figure, until suddenly, a woman runs in and smashes the screen, breaking the system.
There was no explanation or product demo.
And just like that, Apple wasn’t just another computer company anymore.
They became the brand for people who didn’t want to fit in, the creatives, the ones who saw themselves differently.
That ad only aired nationally once, during the Super Bowl, and yet it became one of the most talked about commercials in history.
People don’t rally behind products, they rally behind what those products stand for.
If your marketing only tells people what you do, they’ll forget you.
But if it shows them what you believe, they’ll remember you, and more importantly, they’ll choose you.