Apple’s more recent ads have not been featuring any slogans, Ken Segall, the creator of the “Think Different” campaign and the iMac name, points out. Apple has always been minimalist in their advertising, but is this ruining the fun that was present in their previous ads with catchy slogans?
As he writes on his blog:
Personally, I miss the little smile that used to come with seeing a great Apple ad. I get that the products are cool-looking, and the visual reminder is helpful. But those three or four words that used to make you think, “Damn, those guys are good” really did add another dimension to the ads.
Clearly Steve Jobs came to believe that the headlines were no longer necessary. It will be interesting to see how Apple’s creative work evolves now that others have full responsibility.
Even though he also says that you could rationalise their new approach, as he puts it “Brevity is its own form of cleverness”, I personally agree with him. One of the best parts about Apple’s adverts were the slogans they thought up, and I hope they make a return in the near future.