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ATPM 2.11
November 1996

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Wishful Thinking

by D.M. Kraig, dmkraig@lamg.com

The ads that people remember and think about —1984, I'm going next door because they have a Mac — have all followed the advertising paradigm, "don't sell the steak, sell the sizzle." And yet, 99% of all of Apple's ads have been about the wonderful features of our fave 'puter. My suggestion is something that combines the two with the tag line:

"It's a Mac" spoken with an air that seems to say "Of course! Didn't you know?"


  1. Two people are working at computers. The one at the Wintel throws a pencil across the room in frustration. "I don't understand it," he says. "We're both using the same version of Authorware, but I can't get anything done! There's no logic and it's not intuitive. How can you be getting so much done?"

    The other guy doesn't even turn from his computer. "Well, it's a Mac," he says in a tone of voice that wonders why the other guy would even ask.


  2. A man is looking over a print job just back from the printer. "Oh no! The fonts aren't right! That's a $5,000 print job down the drain!" Meanwhile, a delivery has come in for another worker who looks it over. The first one asks, "Did your's come out ok?"

    "Of course it did," he says, surprised that the other guy would even ask. "What did you use so that it would work?" asks the first. "It's a Mac," says the second, as if the answer should be obvious.

[apple graphic] Wishful Thinking is a space for Mac enthusiasts who know exactly what Apple's advertising should be. Did you come up with a great advertising tag line? Have you had a Mac campaign stewing in the back of your mind for a year now? Send your ideas, or your art, to editor@atpm.com

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