Think Different

Think Different. It was a landmark advertising campaign created for Apple Inc. by the agency TBWA\Chiat\Day, launching in 1997 during a critical period for the company. The campaign aimed to revitalize the Apple brand by associating it with iconic, revolutionary historical figures, moving away from product-centric marketing. It is widely credited with helping to restore Apple's innovative image and cultural relevance, setting the stage for its subsequent commercial resurgence under the returning Steve Jobs.

Background and development

In 1997, Apple Inc. was facing severe financial difficulties, a declining market share against rivals like Microsoft and IBM, and a muddled brand identity following a series of unsuccessful products. The return of co-founder Steve Jobs, who had been ousted in 1985, prompted a major strategic overhaul, including the termination of relationships with several advertising agencies. Jobs partnered with Lee Clow, the creative chief at TBWA\Chiat\Day, seeking a bold brand statement rather than a traditional product advertisement. The creative team, including copywriter Craig Tanimoto and art director Susan Alinsangan, developed the concept to celebrate creative genius and non-conformity, deliberately using the grammatically irregular phrase "Think Different" as a rallying cry. The campaign was conceived as a brand manifesto, intended to emotionally reconnect with disillusioned customers and inspire Apple employees by aligning the company with the spirit of history's greatest innovators.

Campaign and execution

The campaign debuted with a celebrated sixty-second television commercial, "The Crazy Ones," which featured a montage of black-and-white archival footage of iconic figures like Albert Einstein, Martin Luther King Jr., Bob Dylan, Amelia Earhart, and Pablo Picasso. The spot was narrated by Richard Dreyfuss and set to a simple musical score, culminating in the Apple logo and the words "Think Different." This was supported by a comprehensive print campaign, with striking posters and billboards featuring portraits of individuals such as Mahatma Gandhi, John Lennon, and Muhammad Ali. The imagery was accompanied by the Apple logo and the tagline, but no product shots. Internally, the campaign was embraced as a cultural touchstone, with Steve Jobs famously screening the ad for a moved audience at the Macworld Expo. The execution extended to distinctive product packaging and a series of television spots profiling living "crazy ones" like Frank Sinatra and Ted Turner.

Cultural impact and legacy

The "Think Different" campaign had an immediate and profound cultural impact, successfully repositioning Apple Inc. from a struggling computer maker to a symbol of creativity and rebellion. It resonated deeply within the Silicon Valley ethos and broader popular culture, inspiring a sense of allegiance among a community of users and creators. The campaign's philosophy is seen as a direct precursor to Apple's subsequent era of groundbreaking products like the iMac, iPod, and iPhone, which embodied its ethos of innovation. The phrase entered the lexicon as a shorthand for challenging the status quo, and the campaign's aesthetic and narrative style influenced advertising for decades, setting a new standard for brand storytelling. It solidified the partnership between Steve Jobs and Lee Clow, defining Apple's marketing approach for years to come.

Reception and criticism

The campaign received widespread critical acclaim upon its release, winning praise from publications like Advertising Age and The Wall Street Journal for its emotional power and strategic brilliance. It was hailed for restoring morale at Apple Inc. and was popularly perceived as a masterstroke in brand rehabilitation. However, it also faced some criticism; certain commentators questioned the audacity of comparing a corporation to figures like Martin Luther King Jr. and Mahatma Gandhi, suggesting it was an act of hubristic appropriation. Some within the advertising industry debated the grammatical correctness of the phrase "Think Different," though this controversy only served to increase its memorability. Competitors like Microsoft continued to focus on utilitarian product advertising, creating a stark contrast in corporate messaging during the period.

Awards and recognition

"Think Different" garnered numerous prestigious awards in the advertising and marketing industries. It received the Grand Effie from the American Marketing Association for marketing effectiveness, along with multiple Clio Awards for its innovative creative direction. The campaign was honored by the Art Directors Club and featured prominently in the Cannes Lions International Festival of Creativity. In 1999, the Commercial Film Producers of Europe recognized the television spot for its artistic merit. The campaign's enduring influence has led to its frequent inclusion on lists of the greatest advertisements of all time by institutions such as TV Guide and Advertising Age, cementing its status as a classic work of brand communication.

Category:Apple Inc. advertising Category:1997 in advertising Category:Advertising slogans