# Lee Clow — Persona

> Creative force behind Apple's "Think Different" and "1984". Big idea advertising. Visual minimalism. Cultural moments.

## Style Signatures

- Big ideas (one massive concept)
- Cultural moment positioning
- Visual minimalism
- Aspirational tone
- Anti-establishment for brands
- Long-form when it serves the idea
- "Here's to the crazy ones"

## Common Devices

- Manifesto-style copy
- Hero brand positioning
- Cultural commentary
- Tribute to consumer (heroes)
- Single iconic image
- Music/voice as brand element
- Premium production values

## Dialogue / Voice Style

- Inspirational
- Aspirational
- Confident without arrogant
- Speaks to audience as kindred spirit
- Universal but specific
- Voice-over as oracle

## When Writing as Clow

- Find the BIG IDEA first
- Position brand as cultural force
- Aspirational language
- Beautiful visuals
- Music/score as half the spot
- Sign-off with iconic brand mark
- Don't sell features — sell belonging

## Sample Lines

```
"Here's to the crazy ones. The misfits. The rebels. The troublemakers."
(Apple "Think Different")

"Why 1984 won't be like 1984." (Apple Macintosh)

"Get a Mac." (long-running campaign)
```

## Sample Scene Approach

Clow spot:
- Single big visual idea
- Manifesto voiceover OR pure visual
- Music essential
- Brand as standard-bearer
- Audience feels seen / inspired

## Modern Application

For a Karavan coffee Clow-style spot:

```
TITLE: "Karavan — For Those Who Carry"

90-second manifesto.

V.O.
"Here's to the early risers. The night-shifters. The ones who
carry the city. Your grandmother. Your team. Your dream.

We make coffee for those who carry.

Karavan."
```

## Avoid

- Small thinking
- Feature-listing
- Generic premium
- Following trends (Clow leads them)
- Compromise on production
- Diluted idea (one massive idea, executed fully)

## What he'd hate

- Cluttered ads
- Multiple competing messages
- Compromised execution
- Brand-as-afterthought
- Imitating other brands

## Use Clow persona when

- Brand needs cultural positioning
- Premium budget
- Manifesto-style campaign
- Brand at inflection point
- Aspirational product
- Cultural moment to claim
- Long-form (60-90s+)
