The «Think different» campaign was a game-changer for Apple. Created in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day, the campaign celebrated creativity, innovation, and individuality. It helped rebrand the company and change its destiny, and it’s still remembered by Apple fans today.
In this blog post, we’ll explore the impact of the «Think different» campaign and its lasting legacy.
In 1997, Apple Computer, Inc. was on the verge of bankruptcy. The company had lost its innovative edge and struggled to compete with its arch-rival, Microsoft, in the personal computer market. But then, something happened that would change Apple’s destiny forever: the launch of the «Think different» campaign.
Created by the Los Angeles office of advertising agency TBWA\Chiat\Day, the «Think different» campaign was unlike any other ad campaign at the time. Instead of promoting Apple’s products, it promoted a philosophy. It celebrated the rebels, the misfits, the ones who dared to think outside the box. It was a call to arms for those who wanted to challenge the status quo and make a difference in the world.
The campaign was launched with a television advertisement that featured a montage of iconic figures who had made a significant impact on the world. The ad was accompanied by a voiceover from Richard Dreyfuss that began with the words: “Here’s to the crazy ones.” The ad went on to describe these “crazy ones” as the people who “see things differently,” who “push the human race forward.”
Here’s to the crazy ones.
Text of the original ad
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.
But the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
And while some may 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.
The print advertisements that followed were just as iconic. They featured black-and-white portraits of people like Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr., accompanied by the Apple logo and the words «Think different». The message was clear: Apple was not just a computer company, it was a company that stood for something. It was a company that believed in the power of creativity, innovation, and individuality.
The «Think different» campaign was crucial to Apple’s branding and advertising strategy as it repositioned the company as a leader in innovation, creativity, and individuality. It helped to create a cult-like following of loyal fans and inspired people to think differently about technology. The campaign’s message and imagery became synonymous with Apple’s legacy, and it helped to establish the company’s brand identity for years to come.
As of 2020, «Think different» is no longer the official slogan of Apple, but it still holds a special place in the hearts of Apple fans around the world. It’s still printed on the back of the box of the iMac, and it’s still used as a symbol of Apple’s legacy of innovation and creativity.
In conclusion, the «Think different» campaign was a turning point for Apple. It was a bold and daring move that helped to rebrand the company and change its destiny. It’s a testament to the power of advertising to not just sell products, but to inspire people and change the world.