Remember Apple’s “Think Different” ad campaign? It ran from 1997
to 2002. Now, that kind of run may happen often on Broadway but
not in the ad world. However, we still easily remember the
10-year-old campaign. That certainly attests to its sticking
power! So, why were the Apple ads so successful? Yes, they
featured portraits of famous people, but so have lots of short-
run campaigns. The difference is that Apple’s ads connected with
us emotionally. Using a simple yet inspiring design that
featured a world-famous change-maker, each ad communicated
deeply felt beliefs that resonated with “the rest of us.” It’s
emotion, not reason, that powers our decisions to act. The
science behind this is where we move beyond creative agency
backrooms into the realm of biology, of brain science. The
Brain, Emotion, and Buying Connection Meanwhile, all our
emotions are rooted in the limbic system. The limbic brain is
where we sense our emotional attachments, such as trust and
loyalty. It’s the part of our brain that knows wheth