Lee Clow: The Mastermind Behind Apple's Iconic Rebellion

Lee Clow: The Mastermind Behind Apple's Iconic Rebellion

Hi, Creative Master readers!

This week, we're exploring the legacy of Lee Clow, the advertising genius behind some of Apple's most iconic campaigns. From the groundbreaking "1984" Super Bowl ad to the inspirational "Think Different" campaign, Clow's work went beyond traditional techs and specs as most technology companies did at the time; he shaped Apple’s identity.

Let's dive into the mind of the man who redefined advertising and see how his bold approach can inspire your creative journey.

Core Creative Principles of Lee Clow

Here’s how Clow’s approach can inspire creative professionals today:

1. Embrace Bold Narratives: Clow's advertisements were never just about the product. They told stories that resonated on a deeper level, connecting emotionally with audiences. The "1984" Super Bowl commercial is a prime example—it positioned the Macintosh as a symbol of individuality and resistance against conformity.

2. Craft a Vision, Not Just a Visual: With "Think Different," Clow helped reimagine Apple's brand narrative, aligning it with the rebels, the misfits, and the change-makers of history. This campaign taught us that powerful branding is about encapsulating a vision that customers want to belong to.

3. Innovate Relentlessly: Clow’s creativity was relentless; he constantly pushed the boundaries of traditional advertising. He understood that innovation isn’t just for products but also for the ways we communicate. His approach challenges today's creatives to explore new mediums, messages, and methodologies.

4. Foster Collaborative Genius: A hallmark of Clow’s career was his close collaboration with Steve Jobs. This partnership highlighted the importance of aligning with visionaries who can complement and elevate your creative instincts. For those in creative fields, it underscores the value of seeking out and nurturing collaborative relationships.

In his own words:

Applying Clow’s Creative Strategies:

🚀 Creative Habit: Embrace Bold Narratives

Incorporating Lee Clow’s strategies involves adopting a mindset that welcomes groundbreaking ideas and brave executions.

Here’s how you can apply Clow’s philosophy to your work:

Tell Stories That Resonate: 

Lee Clow's advertisements for Apple were never just about products; they were powerful narratives that connected emotionally with audiences. The "1984" ad, for example, positioned the Macintosh as a symbol of individuality and resistance against conformity.

Try this: 

Incorporate storytelling into your projects by crafting narratives that resonate on a deeper level. Focus on the emotional impact of your work and how it can connect with your audience.

🧠 Mindset Matters: Craft a Vision, Not Just a Visual

Visionary Branding: 

With "Think Different," Clow helped align Apple's brand with the rebels and change-makers of history. This campaign demonstrated that powerful branding is about creating a vision that people want to belong to.

Action step: 

Develop a clear vision for your work that goes beyond aesthetics. Think about the values and ideals you want your brand or project to embody and communicate.

📚 Book Spotlight: "The Art of Creative Thinking" by Rod Judkins

Why you should read it: 

Have you ever felt stuck in a creative project or in your career? This guide shows you how to overcome those creative blocks.

It offers insights into the creative processes of some of the world's most innovative minds, including lessons from Lee Clow's bold approach to advertising.

 📝 Weekly Challenge: Create a Bold Narrative

Lee Clow’s work with Apple shows us that marketing can be much more than selling—it can be about inspiring, challenging, and helping us think differently (had to).

Choose a project and focus on crafting a bold, impactful narrative that resonates with your audience. Whether it’s an ad campaign, a design project, or a piece of writing, bring the ethos of “Think Different”.

Try challenging norms; every industry has the go-to norms of branding and marketing.

Try challenging norms…I know, I know, easier said than done when there are brand approvals, clients afraid of their own shadow, and internal teams who can’t make up their own minds. But, every industry has the go-to norms for branding and marketing within the industry.

Here’s some tips to challenge the norms within your industry:

• Try pulling ideas from other industries, such as a design trend from clothing, and bringing it to saas.

• Experiment with new social media forms.

• Try tailored events for a physical experience.

• Use storytelling that speaks not only to the product but also to the lifestyle and values that your audience cherishes.

Would love to know how some of our readers are doing this. Reply to this email and let us know a type of project and how you want to challenge the norms.

That's a wrap for this week!

Until next week - Joey