Apple: “Think Different”
"Here's to the crazy ones": Apple's black-and-white tribute to Einstein, Gandhi, Picasso and other rebels.
- Brand
- Apple
- Year
- 1997
- Agency
- TBWA\Chiat\Day
- Category
- Tech
Black-and-white footage of Albert Einstein, Martin Luther King Jr., John Lennon, Pablo Picasso, Amelia Earhart and others fills the screen while a calm voice reads a short text: "Here's to the crazy ones. The misfits. The rebels. The troublemakers..." It ends with a child opening her eyes, then two words: Think different.
Created in 1997 by TBWA\Chiat\Day, the campaign came just after Steve Jobs returned to Apple, when the company was close to bankruptcy. The TV version was narrated by actor Richard Dreyfuss.
Like 1984 before it, the ad shows no computer at all. Its goal was to remind people what Apple stood for, before it had new products to show. The iMac followed a year later, and the "Think different" spirit stayed part of the brand's identity for years.
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