May 27, 1986: Apple’s outgoing Steve Jobs made his famous announcement in response to the company’s withdrawal from the Chiat/Day advertising agency, which managed to create the iconic “1984” ad for the Macintosh.
In an interview with The Wall Street Journal, Jobs said that with the choice of a new BBDO agency, Apple will lose its revolutionary spirit and creative strategies.
Chiat/Day, which created the famous Macintosh ad, initially did not impress the Apple board of directors, and only after the release of the famous commercial was its merits recognized. However, the 1985 sequel to Lemmings, aimed at promoting the Macintosh Office, was rejected by the board of directors, and the departure of Steve Jobs from the company, which actively supported Chiat / Day, allowed John Scully to change advertising agencies.
Refusal to cooperate with Chiat/Day: Apple thought otherwise
Scully opted for his favorite advertising agency, BBDO (Batten, Barton, Dustin and Osborne), who previously handled the company’s overseas advertising. While Chiat/Day has partnered with Apple since day one, after a change in management, BBDO has taken precedence.
Outraged, Jobs, who had already formed his own company NeXT and was working on developing his first computer, posted his opinion on Chiat/Day on The Wall Street Journal, thanking the agency’s staff for a “crazy good” period of working together. At the same time, he shared his views on the promising future of Apple, noting that in the personal computer industry there has been a shift from a strategy of creation to a position of supporting the industry afloat.
After that, the cooperation between Chiat Day and Apple resumed only 10 years later with the return of Jobs to the company in 1997. Their first work after a long break was the famous video “Think Different”.
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