Steve Jobs criticized Apple's decision to replace Chiat/Day with BBDO, claiming it indicated a loss of innovation and creativity at Apple. In a full-page ad, he lamented that Apple was now run by 'caretakers' instead of 'builders'. The iconic '1984' Macintosh ad, created by Chiat/Day, received acclaim despite initial backlash from Apple's board. However, subsequent ads like the 'Lemmings' fell flat, prompting CEO John Sculley to seek a new agency to rebrand Apple, solidifying a shift in the company's advertising direction.
In a full-page ad published in The Wall Street Journal, Jobs conveyed that the move to BBDO reflects a loss of creative spirit at Apple.
Chiat/Day's '1984' ad became a sensation, despite initial resistance from Apple's board, highlighting the tension between innovation and corporate skepticism.
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