Date: Sat, 28 Mar 1998 13:08:58 -0500
From: Grant Barrett gbarrett[AT SYMBOL GOES HERE]DFJP.COM
Subject: RE Re: Think Different

I love the slogan "Think Different", the campaign, the product, and pretty much
agree with Greg's analysis of acceptability, but I blame the folks at Chiat/Day
for the missing "ly."

Folks at Chiat/Day, like advertising people everywhere, prefer to think of
themselves as exceptional beings who break rules for the betterment of society.
Sometimes they do it because they get a kick out of it, like shoplifting when
you're 12 or driving way too fast or crossing in the middle of the street
against traffic.

The ad agency I work for recently helped Carvel, an ice cream company located
primarily in the northeast, launch a campaign for a small ice cream cake
designed to celebrate life's smaller successes. My peers decided to call it
"Little Love" but they wanted something a little more unique. So, it was put up
for a vote as to whether it would be "Li'l Love" or "Lil'Love."

Naturally, the horrendous name "Lil'Love" is now plastered across television,
newspapers, radio, point of purchase displays and product packaging. Nobody can
tell me if there is a point to the apostrophe, or why there isn't another one,
or what was the problem with "Li'l Love." I know the answers: they don't know,
except they were breaking a rule and it felt good.

But like people in advertising everywhere, my coworkers tend to break the safe
rules, the ones they can get away with and still get a good night's sleep. They
break grammar rules.

Advertising folks like to say, "Well, in advertising you can get away with that"
but I dont think advertising actually gets away with anything. Advertising
people think they get away with things, but really, the world is laughing at
advertising folk's vain attempts to be God-like, such as putting an apostrophe
in the wrong place.

They also dont get away with their brazen attempts to cover grammatical errors
with cries of "It Tastes Good, Like a Cigarette Should!" as if to say, "Look,
an old grammar flub! Our grammar flub is, therefore, tradition!"

Regarding the success of the Apple campaign: its success is phenomenal, and
serendipitous circumstances are reinforcing it. The product is selling faster
than Apple can keep up, the stock is at a 52-week high, the company had its
first profitable quarter out of the last five, the Windows/PC magazines are
giving Apple grudging but glowing product reviews, Intel is in psychological
retreat (besides suffering its first serious financial problems in a while and
its CEO resigning), Microsoft is fighting the Justice Dept. and battling a
torrent of complaints about product delays and security failures, scalability
and reliability of Windows NT. Apple is doing very well, and, as it is one of
only two brands that I have any loyalty to at all (the other is Levi jeans), I
am glad.