Plaid Cymru's "Think Different" campaign has made its mark, with the party's various leaders now parroting the phrase in speeches and press releases.
Outside the party, the slogan has been noticed for two reasons - its approach to grammar (who needs an adverb when an adjective will do?) and its former use by Apple.
The Apple campaign is credited with reviving the company's fortunes from 1997 to 2002. There are even rumours that the slogan itself may be revived.
Plaid hope the slogan will have a similar impact on their fortunes at that time in the political cycle when, as is traditional, they are predicting their "best ever" Westminster election result.
They will also hope Apple's lawyers are not watching. Here's some helpful trademark advice:
8. Slogans and Taglines:
You may not use or imitate an Apple slogan or tagline.
For example: “Think different.”
Ah. My Plaid source says: "Apple who?! We actually developed ours totally independently, and then later realised Apple had used the think different part as well, honest! Great minds think alike."
They'll be claiming next to have invented a personal music player - the iPlaid? - but the great minds argument might struggle to convince Apple's learned friends. Perhaps, imitating Apple is just a core vote strategy.
As for grammar, Plaid say: "The 'Different' is not meant as an adverb - more of a statement, so the grammar is fine." That's all right then. Presumably Plaid won't be "borrowing" the full Apple script too. Here's to the crazy ones......
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