You might remember my post from a while back on Hunter S. Thompson’s truly weird Apple computer commercial, but I think I’ve found something to top it. Apple’s branding strategy has usually been to flatter those who fancy themselves “outsiders” or “rebels”—basically everyone in the entire world. But with this 1989 attempt to woo Generation Xers, the company took a more subtle approach, with a pamphlet illustrated by Matt Groening.
At the time, Groening had plenty of underground cred with his uber-angsty comic strip, “Life in Hell.” As the name suggests, the theme of his work was much more along the lines of “surviving post-modern desperation” than “hot blonde chucking a sledgehammer at Big Brother.” But Gen Xers had a reputation (whether earned or not) for capitulating to the daily grind, and Groening’s nervous, insecure art probably felt like a perfect fit for engaging with disaffected young people preparing themselves for the job market.
The brochure was passed out in college bookstores and in between the pages selling computers as the newest college necessity, Groening’s cartoons provided a few funny, self-effacing prototypes of disoriented students. I’m sure they kept prospective customers’ attention. Groening also did a couple of posters for Apple, including one titled “Bongo’s Dream Dorm,” a fantasy of college life for his “Life in Hell” lead character. Shortly after, The Simpsons took off, and Groening’s been free to mock Apple’s “culture of innovation” ever since.
Via Vintage Zen