ss_blog_claim=5f03e3e7fa6ca8c951b6fbd30fa71c10 Apple’s 1984 Sucked. Needs more Monkey. | beyondmadisonavenue

Apple’s 1984 Sucked. Needs more Monkey.

Posted on October 20th, 2007 by CheenePhoft

One of my favorite David Ogilvy quotes is the very famous, “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.”

This video puts that sentiment in context like I’ve never really seen before. You’ll see actual clips from the pre-testing of the most famous advertisement of all time, Apple’s 1984. If consumers had their way, the soldiers would have been robot dancing and their might have been achimpanzee involved somehow. Anyway, great stuff.



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2 Responses to “Apple’s 1984 Sucked. Needs more Monkey.”

  1. Steve, on October 23rd, 2007 at 4:37 pm Said:

    There is no way that this video is an actual depiction of focus group testing occurring prior to the commercial launch.  There is an Aquafina water bottle on the table and a can of Coca Cola, neither of which existed in 1984 when this famous ad ran during the Super Bowl.  The clothing and hair styles are also out of sync. 
    I am a Director of Marketing, and I have encountered the phrase "go with your gut" in every job I have worked in, and this seems like a contrived attempt to debunk the validity of research.  A healthy mix of gut instinct and research is always the best strategy.

  2. bittor, on October 24th, 2007 at 5:58 am Said:

    I’m with Steve, actually, this spoof was created by Arnold for Boston’s Hatch Awards 07 presentation.

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