Think different. Very different.
(Credit: Church of Scientology/YouTube Screenshot by Chris Matyszczyk/CNET)
"To the curious, inquisitive, the seekers of knowledge."
So began one Super Bowl ad last night. It smacked of more than a little philosophical grandeur.
It continued: "To the ones who just want to know." Well, this had to be something big, something portentous. This had to be a tech company, surely.
With another line, I had no doubts: "To the rebels, the artists, and the free-thinkers and the innovators."
Yes, soon would appear images of Gandhi, Muhammad Ali and, um, Mark Zuckerberg. It was all going to end with an image of Steve Jobs. There wouldn't be a dry eye at any Super Bowl party.
This was Apple bringing back its famous "Here's to the Crazy Ones" spot and modernizing it. The voice had the right rhythms. The sense of excellent and importance was oozing across the screen.
And yet.
As the ad rolled along, it became clear that we were to be subjected to more and more images of beautiful young people -- beautiful, serene, thoughtful young people.
This was not the Cult of Cupertino. This was the Church of Scientology.
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by Chris Matyszczyk via CNET
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