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- 23-JUN-2024 | Apple’s “Welcome, IBM” Ad
23-JUN-2024 | Apple’s “Welcome, IBM” Ad
Dan Bogachek
June 23, 2024
Apple’s “Welcome, IBM” Ad
A refreshing change of pace in light of recent marketing from Apple…
Set a two-minute timer for copying, then read the rest.
Welcome, IBM.
Seriously.
Welcome to the most exciting and important marketplace since the computer revolution began 35 years ago.
And congratulations on your first personal computer.
Putting real computer power in the hands of the individual is already improving the way people work, think, learn, communicate, and spend their leisure hours.
Computer literacy is fast becoming as fundamental a skill as reading or writing.
When we invented the first personal computer system, we estimated that over 140,000,000 people worldwide could justify the purchase of one, if only they understood its benefits.
Next year alone, we project that well over 1,000,000 will come to that understanding. Over the next decade, the growth of the personal computer will continue in logarithmic leaps.
We look forward to responsible competition in the massive effort to distribute this American technology to the world.
And we appreciate the magnitude of your commitment.
Because what we are doing is increasing social capital by enhancing individual productivity.
Welcome to the task.
I’m enjoying the ambiguity behind “Welcome, IBM. Seriously.”
Saying this out loud in different ways conveys completely different things. Verbal tone is huge. It could be earnest, it could be sarcastically mocking, playful, ironic given IBM’s size at the time… who knows? 😉
“You’re good, kid. But as long as I’m around, you’re second best.”
The big idea is the big idea here. It’s all about mission.
That, and it’s a challenge. “Bring it on, IBM, let’s compete and make the world a better place.”
This may be, what we call today, “thought leadership.”
Repetition on “welcome.” The last sentence references the hook — to wrap it up nicely.
You glance at your watch.
It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…
“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”
You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.
Or… it could go like this:
5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”
The difference?
You had Copygloss handle it yesterday afternoon.
For help with editing, email Dan:
[email protected].
