Amaya Toman When the word "advertising campaign" is mentioned, most people probably think of the legendary 1984 clip or "Think Different" in connection with Apple. It is the latter campaign that will be discussed in today's part of our series on the history of Apple.
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The commercial Think Different first appeared on television at the end of September 1997. The now legendary clip consisted of shots of well-known personalities such as John Lennon, Albert Einstein, Bob Dylan, Martin Luther King or Maria Callas. Those who were considered visionaries of the twentieth century were chosen for the clip. The main motto of the entire campaign was the slogan Think Different, and in addition to the mentioned TV spot, various posters were also part of it. The grammatically strange slogan Think Different was supposed to symbolize what made the Cupertino company different from its competitors. But his goal was also to highlight the turnaround that took place in the company after Steve Jobs returned to it at the end of the XNUMXs.
Actor Richard Dreyfuss (Close Encounters of the Third Kind, Jaws) took care of the voice accompaniment for the advertising spot - a well-known speech about rebels who don't fit in anywhere and who can perceive things differently. The advertising spot, together with the series of mentioned posters, was a huge success with both the general public and experts. It was the first ad in more than a decade to be handled by TBWA Chiat / Day, an agency that Apple had originally partnered with after the Lemmings commercial from 1985 was not well received by the public.
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Among other things, the Think Different campaign was unique in that it did not serve to promote any specific product. According to Steve Jobs, it was supposed to be a celebration of the soul of Apple and that "creative people with passion can change the world for the better." The commercial was recently aired at the time of the American premiere of Pixar's Toy Story. The campaign ended in 2002 when Apple released its iMac G4. However, Apple's current CEO Tim Cook said last year that Think Different is still firmly rooted in corporate culture.
