"Behind the Mac" echoes the great Chiat/Day "Think Different" campaign of the 1990s, but last week's news challenges the sincerity of Apple's latest slogan. While "Think Different" celebrated the rebirth of a brand and its leader, "Behind the Mac" is almost defensive in tone. For the "Make Something Wonderful" ad from the "Behind the Mac" campaign, Apple dragged out the ol' black-and-white to hammer home the double meaning of its new slogan. While there will always be a creative dimension to Apple's brand, the company hasn't been as innovative in recent years. "Behind the Mac" suggests Apple wants to protect its personal computers from market forces, but the swift timeline of last week's news jeopardizes the likelihood of this.

Source: Forbes February 25, 2019 20:15 UTC