Lee Clow: The Enigma of Cool

He’s the laid-back surfer who redefined advertising, the enigmatic visionary behind Apple’s “1984” and “Think Different” campaigns, and an enduring symbol of West Coast creativity. This is the story of Lee Clow, a man whose influence on modern culture transcends advertising and whose work remains a testament to the power of bold ideas.

The Creative Spark of a Maverick
Born in Los Angeles in 1943, Lee Clow epitomised the countercultural energy of the West Coast. His journey into advertising began with a love for art and design, nurtured during his studies at Santa Monica City College. Clow’s early years were marked by an exploration of creativity that extended far beyond the classroom, informed by his passion for surfing and a free-spirited approach to life.

In the 1960s, Clow joined Chiat/Day, an agency that would become the crucible for his creative talents. Working alongside industry legends like Jay Chiat, Clow developed a distinctive voice and style, blending visual storytelling with cultural resonance. His early campaigns displayed a knack for innovation and a willingness to defy conventions, setting the stage for a career that would push the boundaries of advertising.

The Apple Partnership: Redefining Innovation
Lee Clow’s career reached a defining moment in the early 1980s when he partnered with Steve Jobs, the visionary co-founder of Apple. This collaboration would produce some of the most iconic advertising campaigns of all time, beginning with the legendary “1984” Super Bowl commercial.

Directed by Ridley Scott, “1984” presented the Macintosh computer as a revolutionary force against conformity, symbolised by the IBM-dominated tech world. The ad’s dramatic imagery, inspired by George Orwell’s dystopian novel, and its rallying cry for individuality captured the imagination of a generation. More than just a commercial, it became a cultural moment, solidifying Apple’s position as a disruptor and setting a new standard for creativity in advertising.

Clow’s partnership with Apple flourished over the following decades, producing the celebrated “Think Different” campaign in 1997. This series of ads honoured visionaries like Mahatma Gandhi, Albert Einstein, and Amelia Earhart, aligning Apple with creativity, innovation, and individuality. The campaign played a pivotal role in revitalising the Apple brand during a challenging period, turning it into a beacon of inspiration and aspiration.

Beyond Apple: A Master of Storytelling
Although his work with Apple defined much of his career, Clow’s impact extended far beyond a single brand. His campaigns for Energizer, featuring the unrelenting Energizer Bunny, became a cultural phenomenon. His work for Nissan brought emotional depth to automotive advertising, and his Taco Bell campaigns injected irreverence and humour into fast-food marketing.

Clow’s brilliance lay in his ability to tap into the cultural zeitgeist. He recognised the emotional connections that brands could forge with consumers and used striking visuals, evocative music, and simple yet profound ideas to tell compelling stories. His ads weren’t just about selling products; they were about creating moments that resonated with people’s lives and values.

A Leader Who Inspired Creativity
Clow’s success was rooted not only in his creative genius but also in his leadership. At Chiat/Day and later TBWA\Chiat\Day, Clow fostered an environment where creativity could thrive. He championed collaboration, pairing art directors with copywriters to spark synergy and innovation. He believed in empowering his team to take risks, challenge conventions, and embrace the unexpected.

Clow’s leadership was deeply personal. Known for his casual demeanour and unpretentious style, he created a culture that reflected his values. His love of surfing and disdain for corporate rigidity became metaphors for his approach to creativity—fluid, fearless, and always authentic.

Beyond his agency walls, Clow’s influence on the industry was profound. He inspired generations of creatives to see advertising not just as a commercial tool but as a platform for cultural expression and artistic achievement. His ethos—that advertising could be meaningful, memorable, and transformative—reshaped how the industry viewed its role in society.

Legacy of a Cultural Icon
Lee Clow retired in 2019, leaving behind a legacy that continues to shape the advertising world. His work, characterised by its originality and emotional resonance, remains a benchmark for creativity. From the revolutionary energy of “1984” to the aspirational spirit of “Think Different,” his campaigns have become part of the cultural fabric.

Clow’s impact goes beyond the ads themselves. He showed that great advertising is not just about selling products but about connecting with people on a deeper level. His work celebrated individuality, championed creativity, and reminded us of the power of ideas to inspire and unite.

As advertising evolves in the digital age, Clow’s principles remain as relevant as ever. In a world dominated by algorithms and data-driven strategies, his emphasis on storytelling, intuition, and humanity serves as a guiding light. He demonstrated that the best advertising speaks to universal truths, evokes genuine emotion, and captures the spirit of its time.

The Surfer Who Changed the World
Lee Clow’s story is one of a maverick who never compromised his vision, a creative mind who fused artistry with commerce, and a cultural icon who redefined the boundaries of his craft. He showed that advertising, at its best, could be a force for cultural change and a celebration of the human spirit.

Through his work, Clow encouraged us to think differently, embrace creativity, and find beauty in simplicity. He remains the enigma of cool, the surfer who rode the wave of advertising’s golden era and left an indelible mark on the industry and the culture it serves. His legacy will continue to inspire for generations, reminding us of the transformative power of creativity.