Think Different

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.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They invent.
They imagine.
They heal.
They explore.
They create.
They inspire.
They push the human race forward.
Maybe they have to be crazy.
 How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
And while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.

"Think Different", Apple Computer, 1997


"Think different" was an advertising slogan for Apple, Inc. (then Apple Computer, Inc.) in 1997 created by the Los Angeles office of advertising agency TBWA\Chiat\Day.
It was used in a television commercial, several print advertisements, and a number of TV promos for Apple products.
Apple's use of the slogan was discontinued with the start of the Apple Switch ad campaign in 2002.


Significantly shortened versions of the text were used in two television commercials, known as "Crazy Ones", directed by Chiat\Day's Jennifer Golub who also shared the art director credit with Jessica Schulman and Yvonne Smith.
According to Jobs’s biography, two versions were created before it first aired:
one with Richard Dreyfuss voiceover, and one with Steve Jobs voiceover.
In the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple,  not about himself.


The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. 
In order of appearance they were: 
Albert Einstein,
Bob Dylan,
Martin Luther King,
Jr., Richard Branson,
John Lennon (with Yoko Ono),
Buckminster Fuller,
Thomas Edison,
Muhammad Ali,
Ted Turner,
Maria Callas,
Mahatma Gandhi,
Amelia Earhart,
Alfred Hitchcock,
Martha Graham,
Jim Henson (with Kermit the Frog),
Frank Lloyd Wright and
Pablo Picasso.

The commercial ends with an image of a young girl opening her closed eyes, as if making a wish.


Apple's CEO Steve Jobs ordered the creation of a campaign that reflected the philosophy he thought had to be reinforced within the company he once co-founded, but which was struggling at the time he came back:

Steve Jobs said the following in an interview for PBS' 'One Last Thing' documentary, 1994:

“When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world.
Try not to bash into the walls too much.
Try to have a nice family life, have fun, save a little money.
That’s a very limited life.
Life can be much broader once you discover one simple fact, and that is - everything around you that you call life, was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.

The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, that you can change it, you can mold it. That’s maybe the most important thing. It’s to shake off this erroneous notion that life is there and you’re just gonna live in it, versus embrace it, change it, improve it, make your mark upon it.

I think that’s very important and however you learn that, once you learn it, you’ll want to change life and make it better, cause it’s kind of messed up, in a lot of ways.
Once you learn that, you’ll never be the same again."