Most marketers will remember Apple’s 1984 ad.

Many consider it the “greatest ad of all time”.

But you probably don’t know that just 12 months earlier, Apple released a similar ad that failed.

Why?

Today on Nudge, bestselling author and storytelling expert Will Storr explains why.

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Sources:

Bransford, J. D., & Johnson, M. K. (1972). Contextual prerequisites for understanding: Some investigations of comprehension and recall. Journal of Verbal Learning and Verbal Behavior, 11(6), 717–726.

Flock Associates – Recife Sport club: Immortal Fans. Integrated Campaign by Ogilvy Brazil. https://youtu.be/E99ijQScSB8?si=TS3poMArJIqb-FtE

Muth, C., Pepperell, R., & Carbon, C.-C. (2013). Give me Gestalt! Preference for cubist artworks revealing high detectability of objects. Leonardo, 46(5), 488–489.

Walker, R., & Glenn, J. (2009). Significant Objects. Retrieved from https://significantobjects.com/

Wiessner, P. W. (2014). Embers of society: Firelight talk among the Ju/’hoansi Bushmen. Proceedings of the National Academy of Sciences USA, 111(39), 14027–14035. https://doi.org/10.1073/pnas.1404212111