1998 · Technology

Apple

Sorry, No Beige

TBWA\Chiat\Day's Bondi-blue iMac campaign ran lines like 'Sorry, no beige' on billboards and print around the 1998 launch, the same agency behind 'Think Different' and the '1984' spot. The two words work as a jab at the PC industry, where beige towers were the unquestioned default, so Apple makes the case for color without listing a single technical spec. The copy turns a styling choice into the product's whole argument against its rivals.

Category

Technology

Decade

1990s

Period

iMac G3 launch / Think Different

Origin

Apple iMac G3 'Sorry, no beige' print advertisement

Format

Vertical print