Word: added
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Dates: during 1990-1999
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Next on the list is Apple's fuzzy marketing message. (Quick: Can you think of it?) Jobs dismissed Apple's ad agency and held a "bake-off" for the account among three firms. The winner was TBWA Chiat/Day, the company that created Apple's legendary 1984 Super Bowl ad (only to be fired). Jobs is wildly enthusiastic about the new ad, which features the theme "Think Differently," but when he plays it for his inner team at the Castle Tuesday night, the group nixes it as not ready for prime time. Look for it soon, however. "There's a germ...
Then Gates' smug smile blossomed on that vast Orwellian screen (a Stalinesque edifice uncannily resembling the one that got shattered in the famous first Mac ad in 1984), and the Microsoft leader regaled the Apple masses with his boundless affection for the operating system (OS) whose commercial viability he had spent much of his adult life systematically undermining. "We think Apple makes a huge contribution to the computer industry," Gates assured the room, respectfully observing the taboo against speaking ill of the dead--or, ahem, the gravely ailing. Let's put it this way: you sure didn't hear...
...miles of fat camera cable. Coe had to keep it all moving smoothly, cue the camera for commercials (shot live in the same studio) and, if the show ran long or short, cut or expand scenes on the spot. If a camera broke down, no problem--Coe would ad-lib a restaging of the show...
Whenever the ads run longer than a few words, ABC's confusion becomes even more evident. A one-page essay-style ad that appeared on the back of TV Guide shows that ABC, if pressed to express its views in more than a quick catch-phrase, can't decide whether TV is brainlessly inconsequential or culturally important. The essay starts out by proclaiming that TV is not a "Boob Tube" or "Idiot Box," directing angry and defensive words at no one in particular. "For years, the pundits, moralists, and self-righteous, self-appointed preservers of our culture have told...
...fall schedule shows no signs of change, full of familiar-sounding shows like "Genie," a 90's version of "I Dream of Jeannie." There's a strange contrast between the network's new image and its actual programming: Why bother to create an up-to-the-minute ad campaign when you're trying to sell the same old shows...