"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." This opening line from the "Think Different" ad encapsulates Apple's celebration of innovation and non-conformity, positioning the brand as not just a tech company, but a champion of creativity and bold thinkers.
"The successful 'Think Different' ad, and an accompanying set of posters, did more than simply mark the return of Jobs to Apple. It was a revitalizing step that reflected a broader strategy to reconnect with its core values of innovation and creativity while inviting consumers to be part of that vision."
"In the most cynical terms possible, the new marketing blitz served as a stalling tactic for Apple. It was an attempt to convince shareholders and customers that things would be different under Jobs" highlights how the impactful campaign also had a strategic aim to create a perception of change at Apple during a time of turmoil.
"The ad, narrated by Richard Dreyfuss, flowed through black-and-white images of 20th-century visionaries like Einstein and MLK, celebrating the innovative spirit and radical thinking that Apple aspired to embody." This imagery served as a symbolic connection to the values Apple wished to project amid its own challenges.
Collection
[
|
...
]