"September 28, 1997: Apple debuts its iconic "Think Different" ad campaign. The television commercial aligns the troubled computer company with some of history's most celebrated freethinking rebels. The most famous tagline in Apple history, "Think Different" doesn't just articulate how Cupertino differs from its competitors. It also highlights how Apple, under the leadership of CEO Steve Jobs, will forge a future far different from its floundering, money-losing days of the early 1990s."
"Narrated by actor Richard Dreyfuss, the "Think Different" TV spot starts out with an instantly memorable salute to counterculture ideals. "Here's to the crazy ones," Dreyfuss intones. "The misfits, the rebels, the troublemakers - the round pegs in the square holes. The ones who see things differently." Black-and-white images of more than a dozen 20th-century visionaries, from Albert Einstein and Buckminster Fuller to John Lennon and Martin Luther King Jr., flow past as masterful marketing copy praises the power of bold ideas."
September 28, 1997 marked the debut of Apple's 'Think Different' ad campaign, using a television commercial to align the company with freethinking rebels. Richard Dreyfuss narrated the spot, which opens with a salute to counterculture ideals and the memorable line, "Here's to the crazy ones." The commercial features black-and-white images of 20th-century visionaries and ends with the slogan "Think Different." The campaign coincided with Steve Jobs's return to Apple and represented the first Apple ad from TBWA Chiat/Day in over a decade. The marketing blitz was seen by some as an attempt to convince shareholders and customers that things would change under Jobs.
Read at Cult of Mac
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