L’heritier
Brand: AppleAgency: Clm/BBDO1989FilmVideo · YouTube
The idea
Use an heir and the expectations around him to make Macintosh feel like a tool for choosing one’s own future.
Timeless principle
Position personal technology as independence from inherited roles.
Why it works
The story gives ‘personal computer’ an emotional meaning beyond ownership. Macintosh represents the ability to think, work and define success differently from the institution around you. Apple makes self-determination the product benefit.
