Diner
- Brand:
- Apple
- Agency:
- BBDO Los Angeles
1994FilmVideo · YouTube
Timeless principle
Let character and setting make a technical choice feel personal.
The idea
Use an intimate diner conversation to contrast the human ease of Macintosh with the machinery of conventional computing.
Why it works
The ordinary location removes computers from the showroom and places the decision inside real life. Dialogue carries the comparison without diagrams, making approachability a social fact. Apple sells a relationship with technology, not a specification sheet.
