Visionary behind Apple's '1984' advertisement steps down

[AppleInsider]

Lee Clow, creator of numerous legendary Apple ads including the iconic "1984" TV spot, has resigned from his position as chief creative officer at TBWA/Media Arts Lab.

For decades, the lab has handled TBWA's client Apple, bringing cultural cornerstones ranging from the "1984" ad that heralded the debut of the Macintosh computer to the more recent "Get a Mac" ads featuring actors John Hodgman as a PC and Justin Long as the Mac. According to AdAge, Clow, a personal friend of Apple co-founder Steve Jobs, has stepped down from his position at age 66.

"Media Arts Lab was founded in 2006 to serve Apple, as well as embody Mr. Clow's vision of a new type of ad agency that makes culture, rather than just commercials," the report said.

TBWA was also behind Apple's "Think Different" campaign and the silhouette iPod advertisements, both made while the organization was under the helm of Clow. He has worked in advertising for more than 40 years, though his best known work has been with the Mac maker. Other memorable campaigns, according to AdAge, include the Energizer Bunny and the Taco Bell Chihuahua.

Lee Clow, photo via AdAge

Clow will be replaced by Duncan Milner, who has worked on Apple ads and been with TBWA since 1990. Milner has also done campaigns for Nissan, Levi's and Pedigree.

This year marked the 25th anniversary of the Mac, which launched with the original Macintosh 128K on Jan. 24, 1984. It was the first mainstream computer with a mouse pointer, windowed desktop, icons and folders priced at a level that was more affordable than previous offerings, like the Lisa. The first Mac cost $2,495, while the Lisa cost four times higher.

The introduction of the Macintosh was declared with the Ridley Scott-directed "1984" advertisement, which aired during the third quarter of Super Bowl XVII on Jan. 22, 1984. The 60-second TV spot was made for a budget of $900,000 and is considered to be a masterpiece in advertising.

[Quadra 610]

Give the man a spot on the Board of Directors.

[jwyatt]

Originally Posted by Quadra 610

Give the man a spot on the Board of Directors.

I couldn't agree more, a wonderful idea. This is one of the greatest minds in advertising history and a close friend of SJ. He's the perfect choice (in my opinion). I'm sure Apple will remain in capable hands but the chemistry and vision behind SJ and Mr. Clow will be hard to replicate. A board meeting from time to time surely wouldn't conflict with his surfing schedule.

[slapppy]

Please don't tell me he's going to be hired or consult for Microsoft.

[Gazoobee]

I thought those Apple ads were genius, but the "Energizer Bunny"?????
That's just nothing to be proud of at all.

[MacTripper]

I remember "1984".

Guess everyone has to retire sometime, even the Great's.

How come there are no other rising stars?

Is it because the Greats have taken over the spotlight for so long?

Or are we just dumbing down as a country?

[jeff_b]

Gazoobee,

Your comment about one of Mr. Clow's highly recognized projects is neither helpful or kind. While you may not appreciate what his firm has done, the Bunny ads have become a highly recognized icon for batteris. (Reference http://www.usatoday.com/money/advert...-adtrack_x.htm). I'm sure you wouldn't appreciate someone publicly slamming your work as "nothing to be proud of" either.

Originally Posted by Gazoobee

I thought those Apple ads were genius, but the "Energizer Bunny"?????
That's just nothing to be proud of at all.

[solipsism]

Originally Posted by Gazoobee

I thought those Apple ads were genius, but the "Energizer Bunny"?????
That's just nothing to be proud of at all.

It might not be as cool or as iconic as Apple’s 1984 ad, but it’s far from being forgettable or not being iconic. I would argue that it’s likely that those ads did more for Energizer in terms of recognition, revenue and profit than the 1984 ad. I bet more people worldwide know the Energizer ad more than they know Apple’s 1984 ad. That is important.

Hell, maybe even more than Apple’s long running Get A Mac ads. From an advertising standpoint the energizer bunny ads were brilliant, and unlock the single ad for Apple’s 1984 ad that got revamped once and spoof several time, the Engergizer ads just kept going and going and going*.



* See what I did there?

[MacTripper]

Originally Posted by jeff_b

Gazoobee,

Your comment about one of Mr. Clow's highly recognized projects is neither helpful or kind. While you may not appreciate what his firm has done, the Bunny ads have become a highly recognized icon for batteris. (Reference http://www.usatoday.com/money/advert...-adtrack_x.htm). I'm sure you wouldn't appreciate someone publicly slamming your work as "nothing to be proud of" either.

Wow, look who has a crush...

Artists are always a sensitive lot. Chefs too. Both need a little skin thickening.

Why you never send a meal back to the kitchen... but you can slam everything else.

[bigdaddyp]

I think that 1984 ad was iconic, but the Taco Bell Chihuahua add was a rip-off. Not saying that he stole the idea but I would not acknowledge him as the creator either. http://www.usatoday.com/money/indust...-lawsuit_x.htm

[extremeskater]

Originally Posted by jeff_b

Gazoobee,

Your comment about one of Mr. Clow's highly recognized projects is neither helpful or kind. While you may not appreciate what his firm has done, the Bunny ads have become a highly recognized icon for batteris. (Reference http://www.usatoday.com/money/advert...-adtrack_x.htm). I'm sure you wouldn't appreciate someone publicly slamming your work as "nothing to be proud of" either.

I doubt Lee Clow reads the forum.

[souliisoul]

Originally Posted by jeff_b

Gazoobee,

Your comment about one of Mr. Clow's highly recognized projects is neither helpful or kind. While you may not appreciate what his firm has done, the Bunny ads have become a highly recognized icon for batteris. (Reference http://www.usatoday.com/money/advert...-adtrack_x.htm). I'm sure you wouldn't appreciate someone publicly slamming your work as "nothing to be proud of" either.

Mr. Clow's knows everyone will not like his work, BUT he knows if you are talking about it, then you watched the ad and his work is done.

MS had half the brains in marketing and advertising as Mr. Clow's maybe Apple would have some competition in iPhone, music and handheld media player market.

Someone asked me why do we enjoy Apple so much and I said look at the "1984' that's why!

[justflybob]

Thanks for the memories, Mr. Clow!

[isaidso]

I'm curious as to exactly what aspect of the creation was Clow's, and what was Ridley Scott's. The art direction certainly seems to have Scott's paws all over it (particularly given that it was made around the same time he would have been doing Blade Runner

[extremeskater]

Originally Posted by souliisoul

Mr. Clow's knows everyone will not like his work, BUT he knows if you are talking about it, then you watched the ad and his work is done.

MS had half the brains in marketing and advertising as Mr. Clow's maybe Apple would have some competition in iPhone, music and handheld media player market.

Someone asked me why do we enjoy Apple so much and I said look at the "1984' that's why!

I don't think anyone is really talking about it. If you polled 500 people I doubt most would even know the name Clow except for the Energizer bunny ads. I think its hard pressed to call someone who makes tv ads a visionary. Only the most hardcore apple fans would even remember the commercial.

[Gazoobee]

Originally Posted by jeff_b

Gazoobee,

Your comment about one of Mr. Clow's highly recognized projects is neither helpful or kind. While you may not appreciate what his firm has done, the Bunny ads have become a highly recognized icon for batteris. (Reference http://www.usatoday.com/money/advert...-adtrack_x.htm). I'm sure you wouldn't appreciate someone publicly slamming your work as "nothing to be proud of" either.

Thanks for the over-the-top reaction fella. I'd explain the context of my remark more, but it doesn't sound like you'd listen anyway. Have a nice day!

[Rot'nApple]

Originally Posted by slapppy

Please don't tell me he's going to be hired or consult for Microsoft.

Well, seeing as how Microsoft is two steps behind Apple with regards to Apple has an iPod, iTunes and ITMS, MS has the Zune, Marketplace, Apple has retail stores, MS starts retail stores, Apple has Geniuses, MS has Gurus...

So if Microsoft did hire him, a MS "1984" commercial would fit the bill considering MS seems to always be a day late and behind the times with its innovative "cultural iconic" products...

[jwyatt]

You know after reading this article and letting it sink in it's really a crucial time for Apple marketing on many levels. iphone competition is increasing, app store competition, a new tablet, response to Windows 7, ipod sales waning a bit, mac vs. pc becoming a little tired. I wonder if Mr. Clow will stay somewhat involved with Apple on some level or if the reigns will truly be passed on. It will be interesting to see what comes out of marketing in the next year or two. I'm sure the tablet campaign is set but the war sure does seem to be heating up on all sides.

Oh yea, and the whole Windows retail thing (joke). I'd love to see Apple rip MS in an ad with pc in his store. I'm still disgusted with MS over this. Forget the best form of flattery B.S.

[Gazoobee]

Originally Posted by solipsism

It might not be as cool or as iconic as Apple’s 1984 ad, but it’s far from being forgettable or not being iconic. I would argue that it’s likely that those ads did more for Energizer in terms of recognition, revenue and profit than the 1984 ad. I bet more people worldwide know the Energizer ad more than they know Apple’s 1984 ad. That is important....

True.

My comment was more along the lines of how his work was being presented by this article as in being more about cultural transformation than sales. I was trying to make a distinction (as the article itself does), between "successful adverts" and the stuff that goes beyond that.

The Energiser Bunny was a highly successful ad campaign, but it's the worst kind of low-brow culture, as well as being patently deceptive. For instance the whole time they were running those ads saying the Energiser batteries were the best, they were actually second best. Other brands have often beaten out Energiser batteries on a pure performance level but through some tricky wording, the perception was built that Energiser was best. That's great for the Energiser people but hardly noble or "cool" IMO.

The Energiser Bunny campaign is a classic example of a single iconic advertisement that was original in itself, and only intended to run once, that was then extended into a sort of "character" simply because the audience found it bemusing, and then literally milked to death over a long, long, long period of time. Not cool, not that original, and (IMO) nothing to be proud of.

I'm not saying the Energiser thing wasn't "good" or "successful" in the sense of brand building and selling batteries, but it just doesn't compare to "think different" in my book at all. I'm sure Jonathan Ive could design a really amazing dog house if he tried also, but I don't think it would be anything to put on his resume or shout about.

[souliisoul]

Originally Posted by extremeskater

I don't think anyone is really talking about it. If you polled 500 people I doubt most would even know the name Clow except for the Energizer bunny ads. I think its hard pressed to call someone who makes tv ads a visionary. Only the most hardcore apple fans would even remember the commercial.

That why it always mentioned as one of the BEST Superbowl ads of all time! http://www.msnbc.msn.com/id/28780693/page/2/

Btw: Apple are known for their ads as there have TV ad in TOP TEN best TV ads of all-time as described by TIME Magazine

http://www.time.com/time/specials/20...691234,00.html

P.S. you missed the point of my reply, since we are talking about it now, since Gazoobee said something about the "Energizer Bunny" ads that means he watched it and that is what Mr. Clow wants and his client

P.P.S. you always seen to found a way to dismiss Apple's achievements, but you never have any facts!

[jwyatt]

Originally Posted by extremeskater

I don't think anyone is really talking about it. If you polled 500 people I doubt most would even know the name Clow except for the Energizer bunny ads. I think its hard pressed to call someone who makes tv ads a visionary. Only the most hardcore apple fans would even remember the commercial.

Are you kidding me ?!

[justflybob]

Originally Posted by jwyatt

Are you kidding me ?!

Yeah. No kidding.

I think they may have banged their head too many times while skateboarding without protective gear.

[jeff_b]

Gazoobee,

My reaction was not over the top, but rather pragmatic. Both set of your comments show a lack of consideration for others, and a bit of snotty immaturity. YOU have a nice day!

Originally Posted by Gazoobee

Thanks for the over-the-top reaction fella. I'd explain the context of my remark more, but it doesn't sound like you'd listen anyway. Have a nice day!

[Chris_CA]

Originally Posted by Gazoobee

I thought those Apple ads were genius, but the "Energizer Bunny"?????
That's just nothing to be proud of at all.

You mean those ads for the product (Energizer batteries) that you still remember?
Energizer should be paying him an annual salary.

[souliisoul]

Originally Posted by jeff_b

Gazoobee,

My reaction was not over the top, but rather pragmatic. Both set of your comments show a lack of consideration for others, and a bit of snotty immaturity. YOU have a nice day!

Yes it was over the top and again we have another sensitive type, who does not live in real world!

Everybody works gets commented on and people do not have to like everything thats why we are human!

Oh yeah, you have a nice day.

[NotRs]

MS had half the brains in marketing and advertising as Mr. Clow's maybe Apple would have some competition in iPhone, music and handheld media player market.

They should probably start with a good product first. =\

[nytesky]

Lee Clow will remain Chairman of MAL, Global Creative Director of Media Arts and
Chief Creative Officer of TBWA Worldwide.

[MacTripper]

Originally Posted by jeff_b

Gazoobee,

My reaction was not over the top, but rather pragmatic. Both set of your comments show a lack of consideration for others, and a bit of snotty immaturity. YOU have a nice day!

FLAME WAR!!

Hey jef you going to let him call you that?

You should hear what he says about you in PM...


heehee!


PSST: I'm just kidding, nobody cares jef, just relax...

[Dr Millmoss]

Originally Posted by nytesky

Lee Clow will remain Chairman of MAL, Global Creative Director of Media Arts and
Chief Creative Officer of TBWA Worldwide.

Exactly. The story is being misreported.

[DoctorBenway]

Hope he does better than the train wreck he caused in St. Louis. He took a wing of the TBWA empire and ran it into the ground in less than a year. Granted it was always being carried as a mantlepiece agency for Bill Tragos (The T in TBWA) who hailed from St. Louis, and they didn't have squat for billings after Boatman's was merged into another bank, losing Chris Wigert and other creatives resulted in the wholesale conversion of a (quite) creative shop to a mere media-buy outpost.

I left the agency before he arrived, but it wasn't even 2 years before it imploded on his watch.

http://www.nytimes.com/1996/11/11/bu...ay-office.html
http://kansascity.bizjournals.com/st...wscolumn1.html
http://www.nytimes.com/1997/11/11/bu...is-office.html

The whole mess still smelled like a leash-yank from New York (who basically subsidized the office), and he might have been placed there during what was otherwise a standard spin-down, but who knows.

[Xian Zhu Xuande]

Originally Posted by Gazoobee

I thought those Apple ads were genius, but the "Energizer Bunny"?????
That's just nothing to be proud of at all.

I don't think you'll find a single person out there who actually understands advertising that's going to agree with you on that one. The Energizer Bunny represents an extremely successful and memorable advertising campaign. That second word--memorable--is what really matters here. That pretty much everyone here knows what the Energizer Bunny is, the brand it represents, and that it "keeps going and going and going" speaks for the success of this advertising campaign.

It's everything to be proud of in the advertising industry.

[mdriftmeyer]

Originally Posted by Gazoobee

I thought those Apple ads were genius, but the "Energizer Bunny"?????
That's just nothing to be proud of at all.

Marketing wise the bunny is an Icon.

[samanjj]

Originally Posted by solipsism

It might not be as cool or as iconic as Apple’s 1984 ad, but it’s far from being forgettable or not being iconic. I would argue that it’s likely that those ads did more for Energizer in terms of recognition, revenue and profit than the 1984 ad. I bet more people worldwide know the Energizer ad more than they know Apple’s 1984 ad. That is important.

Hell, maybe even more than Apple’s long running Get A Mac ads. From an advertising standpoint the energizer bunny ads were brilliant, and unlock the single ad for Apple’s 1984 ad that got revamped once and spoof several time, the Engergizer ads just kept going and going and going*.



* See what I did there?

i couldnt care less about the energizer bunny. we have the energizer battery guy in australia and he is funny and a little annoying - perfectly memorable. and yes they say keeps going and going etc

in fact the energizer bunny is a copy of the duracell bunny so i agree it is nothing to be proud of- http://en.wikipedia.org/wiki/Duracell_Bunny

on the other hand, i watch that 1984 ad today and it still resonates with me and i want to run out an get a mac

[extremeskater]

Originally Posted by souliisoul

That why it always mentioned as one of the BEST Superbowl ads of all time! http://www.msnbc.msn.com/id/28780693/page/2/

Btw: Apple are known for their ads as there have TV ad in TOP TEN best TV ads of all-time as described by TIME Magazine

http://www.time.com/time/specials/20...691234,00.html

P.S. you missed the point of my reply, since we are talking about it now, since Gazoobee said something about the "Energizer Bunny" ads that means he watched it and that is what Mr. Clow wants and his client

P.P.S. you always seen to found a way to dismiss Apple's achievements, but you never have any facts!

I'm not sure how its an Apple achievement when someone else created the ad. If he only created Apple ads and only worked for Apple then maybe it would be an Apple achievement.

All I was really saying is I think the word 'viisionary" is a bit much for someone that makes tv ads. Its not like he cured cancer.

I also find it very interesting that Apple tends to make ads in the attempt to make the rest of the world look like followers when in reality Apple has far more of a cult like following.

Apple hardcore followers are willing to overlook just about anything when it comes to Apple products. A good example is SL and Leopard for that matter which have both been pretty poor when it comes to stability compared to Tiger or Panther.

I know you going to want a link for that but really all you have to do is go to Macfixit or the Apple discussion form related to topics on 10.6.1 hangs. For those of us that use these products I believe we can all agree the myth it just works is really just a myth.

[samanjj]

Originally Posted by jeff_b

Gazoobee,

My reaction was not over the top, but rather pragmatic. Both set of your comments show a lack of consideration for others, and a bit of snotty immaturity. YOU have a nice day!

LOL and I WOULD LIKE YOU ALLLLL TO HAVE A NICE BLOODY DAY!!!!!!!

[solipsism]

Originally Posted by samanjj

in fact the energizer bunny is a copy of the duracell bunny so i agree it is nothing to be proud of- http://en.wikipedia.org/wiki/Duracell_Bunny

That does look to be a blatant rip off of the Duracell Bunny, but that does not mean that advertising genius was not present in the Energizer Bunny. For starters, it was Duracell that didn’t renew the trademark, according to the wikipage you cite, and there seems to be some key differences that make the Energizer bunny and trademark ad campaign phrase more memorable and less campy than the Duracell bunny. Looks like shrewd advertisement to me. Duracell dropped the ball by failing to see the potential they created.

[Quadra 610]

.... .... ..

Originally Posted by extremeskater

i'm not sure how its an apple achievement when someone else created the ad. If he only created apple ads and only worked for apple then maybe it would be an apple achievement.

it's what apple achieved because of it. You can be sure there was some collaboration between parties as well. And apple chose the *right* person. Witness micorosoft's advertising "achievements".

All i was really saying is i think the word 'viisionary" is a bit much for someone that makes tv ads. Its not like he cured cancer.

corporate visionary. Marketing visionary. Call it what you like. Visionaries exist outside the medical profession. Michel foucault, for instance, was a philosophical visionary.

I also find it very interesting that apple tends to make ads in the attempt to make the rest of the world look like followers when in reality apple has far more of a cult like following.

a well-deserved folllowing that *actively* chooses apple. See my sig. microsoft would kill for such a following. But it's . . . Microsoft.

apple hardcore followers are willing to overlook just about anything when it comes to apple products.

easy. Most apple products are excellent, best in class. Their flaws are often outshone by their benefits to the user.

a good example is sl and leopard for that matter which have both been pretty poor when it comes to stability compared to tiger or panther.

sl seems to be doing just fine in the public consciousness. The first 6 months will tell the tale.

As for leopard, i'm sure you can find some 2007-2009 links in here:

http://news.cnet.com/8301-13579_3-10019711-37.html

http://arstechnica.com/apple/news/20...g-industry.ars

http://digg.com/apple/apple_leads_20...faction_survey

http://www.macnn.com/articles/05/08/....no..1.on.csi/

http://theappleblog.com/2009/05/06/a...he-experience/

http://blackfriarsinc.com/blog/2007/...s-customerbase

http://www.businessweek.com/technolo...stomer_sa.html

http://www.cultofmac.com/apple-posts...ion-index/2553

http://macdailynews.com/index.php/we...omments/22467/

http://bindapple.com/apple-satisfaction-2009-report/

http://www.macnn.com/news/25971

http://www.macrumors.com/2009/08/14/...action-survey/

http://www.ipodobserver.com/ipo/arti...ff_the_charts/

http://www.theiphoneblog.com/2009/08...-satisfaction/

http://www.mactivist.com/2009/06/iph...kings-in-japan

http://www.9to5mac.com/jobs-satisfation-rate-high

http://www.jdpower.com/business/rati...tphone-ratings

http://www.v3.co.uk/v3/news/2248040/...ps-top-billing

http://www.eweek.com/prestitial.php?...453807%2f&ref=

http://www.pcmag.com/article2/0,2817,2352796,00.asp

http://arstechnica.com/apple/news/2006/08/5002.ars

http://www.osnews.com/story/15553

http://www.freerepublic.com/focus/f-news/1689554/posts

http://forums.macrumors.com/archive/.../t-224872.html

i know you going to want a link for that but really all you have to do is go to macfixit or the apple discussion form related to topics on 10.6.1 hangs.

internet forums does not the bulk of apple's user base make. Macrumors is certainly no reflection, that's for sure. And no, we don't expect links from you because conjecture, speculation and uninformed opinion leaves no room for links.

For those of us that use these products i believe we can all agree the myth it just works is really just a myth.

except when it's not. Like every year from 2004-2008. And the rest of 2009 is looking just fine. Or else 50 million+ users have really bought into the "myth", with more coming aboard every quarter, despite the presence of lower-cost alternatives that a certain bottom-feeding corporation has tried to remind us of constantly, and quite unsuccessfully. It's *knowing* there are cheap pcs running windows everywhere you look, and then doing a little detour to get to the macs.

[souliisoul]

Originally Posted by extremeskater

I'm not sure how its an Apple achievement when someone else created the ad. If he only created Apple ads and only worked for Apple then maybe it would be an Apple achievement.

All I was really saying is I think the word 'viisionary" is a bit much for someone that makes tv ads. Its not like he cured cancer.

I also find it very interesting that Apple tends to make ads in the attempt to make the rest of the world look like followers when in reality Apple has far more of a cult like following.

Apple hardcore followers are willing to overlook just about anything when it comes to Apple products. A good example is SL and Leopard for that matter which have both been pretty poor when it comes to stability compared to Tiger or Panther.

I know you going to want a link for that but really all you have to do is go to Macfixit or the Apple discussion form related to topics on 10.6.1 hangs. For those of us that use these products I believe we can all agree the myth it just works is really just a myth.

Not every person can cure cancer in its many forms, I should know I work in Life Science industry

Yes I do want a link, a link that shows the number of people complaining about SL versus total number of people who have bought the SL and it shows that yes SL has been poorly accepted by consumer.
Unless you have those figures, then please stop the false opinion throwing, its just lame and boring now.
IF SL was so bad as you say, then it would be a major story in majority newspaper/magazine reporting the IT market.

P.S. There is only one "Vista" in this world and sorry but that is NOT an APPLE product

[SpamSandwich]

Lee Clow has already refuted the reporting on this story. He's still going to be involved with Apple. What happened was a re-org at his agency. That is all.

[extremeskater]

Originally Posted by Quadra 610

.... .... ..

"easy. Most apple products are excellent, best in class. Their flaws are often outshone by their benefits to the user. "

It has to be best in its class seeing Apple is a closed arena so no one else competes. Its easy to be best in your class when you are the only player. The flaws lately have been pretty equal to the benefits.

"a well-deserved folllowing that *actively* chooses apple. See my sig. microsoft would kill for such a following. But it's . . . Microsoft."

You are really proud of that signature aren't you. Like that actually means anything. Microsoft does have a following about 90% of the market...LOL.

Your links mean nothing. Unlike you i could care less what businessweek says and unlike you I have a mind of my own and go by real life experience not what some journalist writes. However I do think its rather funny yet pathetic that you save all these links.