Print ad
Welcome, IBM. Seriously.
Apple · 1981
- Agency
- Chiat/Day
- Campaign
- Welcome IBM
Analysis
Apple welcomes a large competitor with a confident open letter. The ad presents IBM's arrival as confirmation of Apple's existing market.
“Welcome, IBM. Seriously.”
competitive reframingopen letterconfident tone
Why it worked
The greeting lets Apple speak as an established participant. The copy places the competitor within a story Apple already tells.
Lesson
Treat a competitor's arrival as evidence of your category's value.