Apple’s “Think Different” campaign, launched in 1997, is one of the most iconic and influential advertising campaigns in history. Here are some key highlights:
- Background: At the time, Apple was struggling financially and needed a strong campaign to revitalize its brand. Steve Jobs, who had just returned to the company, worked with the advertising agency TBWA\Chiat\Day to create the campaign1.
- Slogan: The slogan “Think Different” was a direct response to IBM’s “Think” slogan. It aimed to position Apple as a brand for creative thinkers and innovators1.
- The “Crazy Ones” Ad: The most famous part of the campaign was the “Crazy Ones” television commercial. It featured black-and-white footage of iconic figures such as Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi, with a voiceover celebrating those who “see things differently”1.
- Impact: The campaign was a huge success, helping to change public perception of Apple and laying the groundwork for the company’s future innovations. It won numerous awards and is still remembered as a turning point for Apple1.
- Legacy: The “Think Different” campaign is often credited with helping to save Apple from bankruptcy and setting the stage for its transformation into one of the world’s most valuable companies1.
The campaign’s message of celebrating creativity and challenging the status quo resonated deeply with audiences and remains a powerful example of effective branding.
