Apple's `Think Different' Ad Wins Emmy for Outstanding Commercial

Aug 31, 1998, 01:00 ET from Apple Computer

    CUPERTINO, Calif., Aug. 31 /PRNewswire/ -- Apple Computer, Inc.
 (Nasdaq:   AAPL) today reported that it has been awarded the Academy of
 Television, Arts and Sciences' second-ever Emmy in the Outstanding Commercial
 category for its "Think different" television commercial.  The commercial,
 which honors creative geniuses who strived to change the world, includes such
 heroes as Albert Einstein, Pablo Picasso, Mahatma Gandhi, Martin Luther King,
 Jr., Muhammad Ali and Martha Graham.
     "The 'Think different' campaign set out to honor our heroes," said Steve
 Jobs, Apple's interim CEO.  "In the process, it has inspired us all to reach
 higher and further in our own lives and work."
     "The campaign has been one of the most rewarding efforts for both me
 personally and for the agency," said Lee Clow, TBWA Chiat/Day's chairman and
 chief creative director worldwide.  "It's great to now be honored by people in
 our field who themselves are striving to encourage a more creative world."
     The "Think different" brand campaign was the first work by Apple and its
 advertising agency TBWA Chiat/Day in more than a decade.  Their previous
 collaboration produced many award-winning ads, including the now-legendary
 "1984" television commercial.  The "Think different" brand campaign includes
 television and print advertising, billboards, wall paintings, bus shelters,
 bus wraps and posters.
     Apple Computer, Inc. ignited the personal computer revolution in the 1970s
 with the Apple II, and reinvented the personal computer in the 1980s with the
 Macintosh.  Apple is now recommitted to its original mission -- to bring the
 best personal computing products and support to students, educators,
 designers, scientists, engineers, businesspersons and consumers in 140
 countries around the world.
     Apple, the Apple logo, and Macintosh are registered trademarks of Apple
 Computer, Inc.  Additional company and product names may be trademarks or
 registered trademarks of the individual companies and are respectfully

SOURCE Apple Computer