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When Steve Jobs looks at the numbers—Apple controls 5 percent of the computer market—he sees the future. “We’re going after the 95 out of 100 people not using Macs,” says Apple’s CEO.
Plotting a strategy around product launches and Apple-store openings, Jobs planned to grow market share by convincing disgruntled PC users to switch to the friendlier Macintosh. The linchpin: advertising. Thirty-two spots were created for TV and the Web, featuring regular people who choose Mac magic over PC pain.
Honest and intelligent, visually striking and beautifully edited, Apple’s “Switchers” is Adweek’s Best Campaign of 2002.
“The idea for this didn’t come from a roomful of creatives,” says Lee Clow, chief creative at TBWA\Chiat\Day.
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