Watch This Amazing Steve Jobs Talk On Advertising

I Thought That I Was Way Tired Of Steve Jobs And The Glory Days Of Apple Advertising

Screen Shot 2015-12-01 at 7.45.50 AMBut…

I took a re-look at Apple’s 1997 Think Different TV commercial. You’ve seen it. Watch it again, please. Ads like this are why experienced advertising people from the olden days can (I stress “can”) get real sick about how the advertising industry spends more time thinking about content, programmatic buying, ads that follow you around for the rest of your freakin online life, how to squeeze ads that you don’t want on your phone and how to create brilliant Facebook ads. Oh, and lame click bait headlines like my, “Watch This Amazing Steve Jobs Talk On Advertising”.

OK, stuff it Peter. We’ve heard all of this before.

Just watch the commercial – again. Here’s a line from the spot… (And, then, more importantly, watch the next video.)

“Because the people who care enough about changing the world are the ones that do.”


I’ll stop. But, not till you see this internal Apple meeting where Jobs discusses his vision for the company and introduces the ‘”new” Apple (after he returned from exile) and the new :60 Think Different TV spot. Job’s says the new TV commercial is:

“It’s about what we are. It touches the soul of the company.”

I admit it. I can’t control myself: When was the last time your client said that about your advertising? I know 1997 Jobs and Apple doesn’t represent our everyday advertising world reality and your client isn’t Steve Jobs.

But… please start to really want to have your clients get emotional when they see your ad ideas, not your invoice.

 That’s it.

Oh, want your agency to Think Different? Call me. That’s what I do.



  1. Peter, I finished watching the video. I had not seen it before. Excellent. Thanks for sharing.

  2. Larry Peterson
    | Permalink

    I had not seen this one before! Thanks for sharing.

  3. Love it! From the internal video: “To me, marketing is about values. This is a very complicated world. This is a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear about what we want them to know about us.”

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