I completely misjudged the impact of this one.
My sister emailed me early yesterday to check out Vote Different, a slick mashup of Apple's 1984 commercial and Sen. Clinton's presidential campaign announcement.
In my years at Apple I'd seen more parodies and mashups of 1984 than I can remember. For Marketers, riffing on 1984 is about as common and trite as comedians riffing on The Wizard of Oz. So my first reaction was to dismiss it as yet another 1984 ripoff.
Oh, was I wr... wr... wr...
Over the last 24 hours, Vote Different has gone hockey-stick, with well over a million views. Last night Olbermann devoted an entire segment to it, running it continuously as cheap B-roll.
There's something about Hillary as a droning Big Sister that sticks. Whoever authored this piece gets the grammar of media, and the power of resonance. A fine example of Tony Schwartz's key insight: the most powerful communication is something that resonates with what you already know, feel, and believe. Even though Vote Different leeches the insight, design, and production investment that Apple made with Chiat/Day and Ridley Scott back in 1984, let's not forget that the original ad was leeching on the resonance of Orwell's novel and imagery.
Mickeleh's Take: The tagline of Vote Different promises that we'll see why 2008 won't be like 1984. Not so. In our new political and media world every year will be like 1984.
(Tags: Campaign , YouTube, Media, Apple, Advertising, Hillary, Obama)