Steve Jobs when he came back to Apple to resurrect the failing company in the mid-1990s, wanted to create a campaign that reflected the philosophy of the campaign to be reinforced and resonated across the company and ensure that the entire Apple team embraces it and owns it.
In many ways, Think Different campaign would mark the beginning of Apple’s resurgence as a technological giant that it is today. The company rose from the brink of bankruptcy to the world’s most valued company today.
The Television campaign first aired on September 28, 1997 followed by print ads, billboards, and posters. In 1998, the television spot won the second annual primetime Emmy Award for the best commercial from the Academy of Television Arts & Sciences (ATAS). The ad also won a Belding, A silver Lion at Cannes. The long-term campaign won an Effie award (American Marketing Association’s Award for Advertising and Marketing Effectiveness) for marketing effectiveness.
The Think Different campaign very effectively reinforced the counter-culture image that Apple had created in the earlier years. The one-minute television commercial featured a black and white footage of seventeen historical personalities including Albert Einstein, Thomas Edison, Alfred Hitchcock, John Lennon, Amelia Earhart, Martha Graham, Mahatma Gandhi, Martin Luther King Jr, Maria Callas, Jim Henson, Joan Baez, Pablo Picasso, Mohammed Ali, and the like.
Here’s a complete transcript of the famous television commercial, which was narrated by actor Richard Dreyfus.
Here’s to the crazy ones,
The round pegs in the square holes
The ones who see things differently.
They’re not fond of rules
And they have no respect for the status quo
You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them,
About the only thing you can’t do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some see them as crazy ones, we see genius.
Because the people who are crazy enough to think they can
change the world, are the ones who do.
Click here to see one of the greatest television commercials ever, Think Different.
Can you draw some inspiration from this great copy and television commercial and start thinking differently and give it your best shot at changing our world!