iPedia Free Information Center

Information about Think Different

Think Different was an advertising slogan created for Apple Computer in the late 1990s by the Los Angeles office of advertising agency TBWA\Chiat\Day. It was used in a famous television commercial, several print advertisements, and several television advertisements for Apple products. Apple's use of the slogan was discontinued with the start of the Apple Switch ad campaign in 2002. The slogan may have been a play on the venerable IBM Think motto coined by Thomas J. Watson.

Text

Enlarge picture
The TextEdit icon from Mac OS X Leopard
The text used in the introductory "Think Different" commercial:
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
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 quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
And while some see them as the crazy ones,
We see genius.
Because the people who are crazy enough to think
they can change the world,
Are the ones who do.


This text has recently resurfaced in Mac OS X Leopard on the high resolution icon for Text Edit.

Television commercials

Significantly shortened versions of the text were used in two television commercials titled "Crazy Ones" directed by Chiat/Day's Jennifer Golub with a voiceover narrated by Richard Dreyfuss.

The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order) Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon, R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl, Shaan Sahota opening her closed eyes, as if to see the possibilities before her.

The thirty-second commercial used many of the people above, but closed with Jerry Seinfeld, instead of the young girl. In order: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Picasso, and Jerry Seinfeld. This commercial aired only once, during the series finale of Seinfeld.

Print advertisements

Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Sometimes these were traditional advertisements, prominently featuring the company's computers or consumer electronics along with the slogan. However, there was also another series of print ads which were more focused on brand image than specific products. They featured a portrait of one of the historic figures shown in the television ad, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products.

Staff of Preparation

The campaign was made almost entirely in-house by the team at TBWA\Chiat\Day\Los Angeles:

Chairman and chief creative officer worldwide & account director: Lee Clow. Creative directors: Ken Segall, Rob Siltanen, Eric Grunbaum, Amy Moorman. Executive producer, director & art director: Jennifer Golub. Art directors: Jessica Schulman, Margaret Midgett, Ken Younglieb, Bob Kuperman, Yvonne Smith, Susan Alinsangan. Copywriter: Craig Tanimoto. Senior editor of the in-house arm, Venice Beach Editorial: Dan Bootzin. Stock photo and film research Susan Nickerson, owner and head stock-footage researcher, with Nickerson Research.

Apple.com Revivals

On three separate occasions, the Apple homepage featured images of notable figures not originally part of the campaign alongside the "Think Different" slogan: On another occasion, the Apple homepage featured an image of Al Gore, who was not originally part of the campaign with the text: "Al has put his life and soul, and much of his life during the past several years, into alerting and educating us all on the climate crisis. We are bursting with pride for Al and this historic recognition for his global contribution" when Al Gore won the Nobel Prize.

Parodies

The Think Different campaign was the subject of numerous satirical advertisements by culture jammer Ron English, in which the familiar phrase and logo were represented accompanied by pictures of Charles Manson, Adolf Hitler, and Bill Gates.

At the end of Hunter Cressall's parody [1] the slogan "Crash Different" is displayed.

Wu-Tang Meets Indie Culture is an album from this series.

The most recent parody features the voiceover of the original commercial over a list of third-party iPhone applications. This video was released on YouTube shortly after the iPhone 1.1.1 update disabled all of the third-party apps. It meant to show that Apple was being hypocritical about their actions.

External links

The 60-sec. version of the television ad

The 30-sec. version of the television ad

One-person versions of the television ad

Spoofs

Other ads with the "Think Different" slogan

Miscellaneous

Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product.
..... Click the link for more information.
Apple Inc.

Public (NASDAQ:  AAPL , LSE:  ACP , FWB: APC )
Founded California (April 1 1976, as Apple Computer, Inc.)
Headquarters 1 Infinite Loop, Cupertino, California

Key people Steve Jobs, CEO & Co-founder
Steve Wozniak, Co-founder
..... Click the link for more information.
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.
..... Click the link for more information.
TBWA\Chiat\Day is the American division of the advertising agency TBWA Worldwide. Created in the 1993 merger of TBWA and Chiat\Day, the agency operates offices in Los Angeles, New York City, San Francisco, Nashville, and Toronto.
..... Click the link for more information.
Switch was an advertising campaign launched by Apple Computer (now Apple Inc.) on June 10, 2002. It featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac.
..... Click the link for more information.
Thomas J. Watson coined the motto Think while managing the sales and advertising departments at the National Cash Register Company, saying "Thought has been the father of every advance since time began. 'I didn't think' has cost the world millions of dollars.
..... Click the link for more information.
A television advertisement, advert or commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television.
..... Click the link for more information.
Richard Dreyfuss

Richard Dreyfuss at the Governor's Ball party after the 1989 Academy Awards
Birth name Richard Stephen Dreyfuss
Born September 29 1947 (1947--)
..... Click the link for more information.
Editing of this page by unregistered or newly registered users is currently disabled due to vandalism.
If you are prevented from editing this page, and you wish to make a change, please discuss changes on the talk page, request unprotection, log in, or .
..... Click the link for more information.
Martin Luther King, Jr. (January 15, 1929–April 4, 1968), was one of the main leaders of the American civil rights movement. A Baptist minister by training, King became a civil rights activist early in his career, leading the Montgomery Bus Boycott and helping to found the
..... Click the link for more information.
Sir Richard Charles Nicholas Branson (born 18 July 1950 (1950--) (age 57) in Shamley Green, Surrey, England), is a British entrepreneur, best known for his Virgin brand of over 360
..... Click the link for more information.
Richard Buckminster “Bucky” Fuller (July 12, 1895 – July 1, 1983)[1] was an American visionary, designer, architect, poet, author, and inventor.
..... Click the link for more information.
Thomas Alva Edison (February 11 1847 – October 18 1931) was an American inventor and businessman who developed many devices that greatly influenced life around the world, including the phonograph and a long lasting light bulb.
..... Click the link for more information.
Muhammad Ali

Statistics
Name Muhammad Ali
Birth name Cassius Marcellus Clay Jr.
Nickname The Greatest Of All Time
Height 1.90m (6' 3")
Reach 2m (80 inches)
Weight division Heavyweight
Nationality American
Ethnicity African American
..... Click the link for more information.
Robert Edward Turner III (born November 19 1938 (1938--) (age 70) in Cincinnati, Ohio [1] ) is an American media mogul and philanthropist.
..... Click the link for more information.
Maria Callas (Greek: Μαρία Κάλλας (December 2, 1923 – September 16, 1977) was an American-born Greek dramatic coloratura soprano and perhaps the best-known opera singer of the post-World War II period.
..... Click the link for more information.
Mohandas Karamchand Gandhi (Gujarati: મોહનદાસ કરમચંદ ગાંધી, IAST: mohandās karamcand gāndhī
..... Click the link for more information.
Amelia Mary Earhart (24 July 1897 – missing 2 July 1937, declared deceased 5 January 1939) was a noted American aviation pioneer, author and women's rights advocate.[1][2] Earhart was the first woman to receive the Distinguished Flying Cross,
..... Click the link for more information.
Alfred Hitchcock

Birth name Alfred Joseph Hitchcock
Born July 13 1899(1899--)
Leytonstone, London, England
Died March 29 1980 (aged 82)
Bel Air, Los Angeles, U.S.A.
..... Click the link for more information.
For the supercentenarian, see .


Martha Graham (May 11, 1894 – April 1, 1991) was an American dancer and choreographer. She is regarded as one of the foremost pioneers of modern dance.
..... Click the link for more information.
Jim Henson, born James Maury Henson (September 24, 1936 – May 16, 1990), was the most widely known American puppeteer in modern American television history. He was the creator of The Muppets and the leading force behind their long creative run in the television series
..... Click the link for more information.
Kermit the Frog is a Muppet who was first introduced in 1955 and is one of puppeteer Jim Henson's most famous and beloved creations. Kermit was performed by Henson until his death in 1990. Since then, he has been performed by Steve Whitmire.
..... Click the link for more information.
Frank Lloyd Wright

Personal information
Name Frank Lloyd Wright
Nationality American
Birth date May 8 1867(1867--)
Birth place Richland Center, Wisconsin
Date of death March 9 1959 (aged 93)
..... Click the link for more information.
Editing of this page by unregistered or newly registered users is currently disabled due to vandalism.
If you are prevented from editing this page, and you wish to make a change, please discuss changes on the talk page, request unprotection, log in, or .
..... Click the link for more information.
Jerry Seinfeld

Jerry Seinfeld at the 1997 Emmy Awards
Birth name Jerome Seinfeld
Born March 29 1954 (1954--) (age 53)
New York, New York, United States

..... Click the link for more information.
series finale is the very last installment of a television series, usually a sitcom or drama. The term is typically used to refer to a planned ending, as opposed to an unplanned one when a series is suddenly cancelled by its network.
..... Click the link for more information.
Seinfeld is an Emmy Award-winning, American sitcom that originally aired on NBC from July 5, 1989, to May 14, 1998, running a total of 9 seasons. Many of its catchphrases have entered into the pop culture lexicon.
..... Click the link for more information.
Newsweek is an American weekly newsmagazine published in New York City and is distributed throughout the United States and internationally in 12 local language editions. It is the second largest news weekly magazine in the U.S.
..... Click the link for more information.
Time (whose trademark is capitalized TIME) is a weekly American newsmagazine, similar to Newsweek and U.S. News & World Report. A European edition (Time Europe, formerly known as Time Atlantic) is published from London.
..... Click the link for more information.
James Earl "Jimmy" Carter, Jr. (born October 1, 1924) was the thirty-ninth President of the United States from 1977 to 1981, and winner of the Nobel Peace Prize in 2002. Prior to becoming president, Carter served two terms in the Georgia Senate, and was the 76th Governor of Georgia
..... Click the link for more information.


This article is copied from an article on Wikipedia.org - the free encyclopedia created and edited by online user community. The text was not checked or edited by anyone on our staff. Although the vast majority of the wikipedia encyclopedia articles provide accurate and timely information please do not assume the accuracy of any particular article. This article is distributed under the terms of GNU Free Documentation License.
Herod_Archelaus


page counter