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Timeless Ideas
Original 1998 Apple print ad showing a Bondi blue iMac in profile beside the headline Chic. Not geek.

Chic. Not geek. — iMac, 1998.— TBWA\Chiat\Day / Apple

Chic. Not Geek.

Brand:
Apple
Agency:
TBWA\Chiat\Day
1998Classic PrintPrint and outdoor campaign

Timeless principle

Show the product difference from the angle that makes its meaning obvious.

The idea

Let the computer’s appearance make technology feel approachable and desirable.

Why it works

The iMac is shown from the side, where its curved translucent shell is most distinctive. That choice allows the object to carry the argument. The headline supplies an attitude in three words, and the generous white space makes looking at the computer feel easy. A single line of supporting copy brings the appeal back to practical use. The result connects a visible product difference with an emotional invitation: a computer can fit your taste as naturally as your needs.

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Both make a computer feel approachable before explaining its specifications, using one object and generous space.

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Both use generous space and a distinctive product silhouette to challenge expectations of the category.

Absolut Perfection — Absolut

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Each trusts the recognizable shape of the product to carry the image, then gives it meaning with a compact headline.