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Apple always diverged from the "speeds and feeds" ads associated with the computer category, but the brand really defined itself with the 2006 launch of TBWA\Media Arts Lab's "Get a Mac" campaig
From AdWeek [bestofthe2000s.com]
See all of them, at [bestofthe2000s.com...]
Apple is the big winner here, with Google in a clear second place.
That's job one when building a brand.