Should Apple be reviving the 'think different' campaign?
It was an iconic and seminal campaign - and done again in within Apple new marketing guidelines - with a cleaner style using the new apple logo and actually placing the product within it I think it would be back with a vengeance.
It's certainly somethin`g that would work effectively on the back of a campaign revolving around the new OS / hardware.
It would be a simple profile raising campaign - windows users with iPods would feel more of an affinity with the brand because they've had a taste of a great product / it would breed a sense of brand loyalty with them. Potential 'switchers' would already have had the hard sell and , again - feel more compelled to switch through the iconic imagery - in exactly the same way iPod ads have tapped directly into the younger market and cornered it.
More people than ever know the brand - and backing it up with an aspirational message such as 'think different' - with the same 'on message' direction as this previous ad (link below) - would be perfect in the current zeitgeist for Apple.
Finish it with the same end screen but subtitle it with '...With The Makers Of iPod / Mac / OS X www.thinkdifferent.com'.
http://www.applele.com/thinkdifferent_02.html