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{{short description|Slogan by Apple Inc.}}{{For|the song by Japanese composer Nujabes|Metaphorical Music}}
]
'''"Think Different"''' is an ] created for ] in 1997 by the Los Angeles office of ] ]<ref>. Retrieved August 12, 2008</ref>.
It was used in a famous television commercial, several print advertisements, and several television advertisements for Apple products. Apple's use of the slogan was discontinued with the start of the ] in 2002. The slogan may have been a play on the venerable ] motto coined by ].


{{Use mdy dates|date=November 2013}}
== Television commercials ==
]
Significantly shortened versions of the text were used in two ]s titled "Crazy Ones" directed by ]'s ] and art directed along with Jessica Schulman and Yvonne Smith, with a voiceover narrated by ].


"'''Think different'''" is an ] used from 1997 to 2002 by Apple Computer, Inc., now named ] The campaign was created by the ] office of ] ].<ref>. Lowendmac.com, Retrieved August 12, 2008</ref>
The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order) ], ], ], ], ] (with ]), ], ], ], ], ], ], ], ], ], ] (with ]), ] and ]. The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if to see the possibilities before her.
The slogan has been widely taken as a response to the ] slogan "]".<ref>{{cite book |last1=Clifton |first1=Rita |last2=Ahmad |first2=Sameena |title=Brands and Branding |series=The Economist |date=2009 |publisher=Bloomberg Press |isbn=978-1576601471 |page= |url=https://archive.org/details/brandsbrandingth00rita/page/116 }}</ref><ref>{{cite book |last1=Altstiel |first1=Tom |last2=Grow |first2=Jean |title=Advertising Strategy: Creative Tactics from the Outside/In |year=2005 |publisher=Sage Publications, Inc |isbn=978-1412917964 |page= |url=https://archive.org/details/advertisingstrat0000alts/page/24 }}</ref><ref>{{cite book |last=Sull |first=Donald Norman |title=Revival of the Fittest: Why Good Companies Go Bad and How Great Managers Remake Them |year=2003 |publisher=Harvard Business Review Press |isbn=978-1578519934 |page= |url=https://archive.org/details/revivaloffittest00sull/page/66 }}</ref> It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.


As of 2020, "Think different" was still printed on the back of the box of the iMac.<ref>{{Cite web|url=https://tidbits.com/2020/01/10/the-one-remaining-use-of-the-word-macintosh/|title=The Few Remaining Uses of the Word "Macintosh"|date=January 10, 2020|website=TidBITS.com|access-date=December 10, 2021}}</ref>
The thirty-second commercial used many of the people above, but closed with ], instead of the young girl. In order: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Picasso, and Jerry Seinfeld. This commercial aired only once, during the ] of ].


==Development==
== Print advertisements ==
In 1984, Apple's ] Super Bowl advertisement was created by advertising agency Chiat\Day. In 1986, CEO ] replaced Chiat\Day with BBDO.<ref>{{cite web | url=https://www.latimes.com/archives/la-xpm-1986-05-23-fi-23760-story.html |title=Dropped Ad Agency Goes Out in Style, Thanks Apple |work=Los Angeles Times |date=May 23, 1986 |agency=Associated Press }}</ref> In 1997, under CEO Gil Amelio, BBDO pitched a new brand campaign with the slogan "We're back" to an internal marketing meeting at the then struggling Apple. Reportedly everyone in the meeting expressed approval with the exception of the recently returned ] who said "the slogan was stupid because Apple wasn't back ."<ref name="Jobs Makes Headway">{{Cite web|url = https://www.wsj.com/articles/SB892507589126559000| url-status=live | archive-url=https://archive.today/20150426152356/http://www.wsj.com/articles/SB892507589126559000 | archive-date=April 26, 2015 | title = Jobs Makes Headway at Apple, But Not Without Much Turmoil|date = April 14, 1998|access-date=March 16, 2019 |publisher = Wall Street Journal|last = Carlton|first = Jim}}</ref>
<!-- Commented out because image was deleted: ] and ] on a Think Different poster.]] -->
Print advertisements from the campaign were published in many mainstream magazines such as ] and ]. Sometimes these were traditional advertisements, prominently featuring the company's computers or consumer electronics along with the slogan. However, there was also another series of print ads that were more focused on brand image than specific products. They featured a portrait of one of the historic figures shown in the television ad, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products


Jobs then invited three advertising agencies to present new ideas that reflected the philosophy he thought had to be reinforced within the company he had co-founded. Chiat\Day was one of them.<ref name="The Real Story"/>
== Creators ==
The campaign was made almost entirely in-house by the team at the Los Angeles office of TBWA\Chiat\Day.


The script was written by Rob Siltanen with participation of Lee Clow and many others on his creative team. The slogan "Think different" was created by Craig Tanimoto, an art director at Chiat\Day, who also contributed to the initial concept work. The look and feel of the print, outdoor and the photography used was researched, curated, and visually developed by art & design director Jessica (Schulman) Edelstein who, together with Lee Clow, met weekly with Steve Jobs and the team at Apple to hone the campaign in its many forms. Susan Alinsangan and Margaret (Midgett) Keene were also instrumental in developing the campaign further as it progressed and spread throughout the world. The commercial's music was composed by Chip Jenkins for Elias Arts.<ref name="The Real Story"/>
== Text ==
Original Version:
The original "Long version" appeared on posters made by Apple.
Apple folklore has it that ] was the author of the original piece, however, Rob Siltanen of Chiat Day was the true author.


The full text of the various versions of this script were co-written by creative director Rob Siltanen and creative director ], along with input from many on the team at the agency and at Apple. While Jobs thought the creative concept "brilliant", he originally hated the words of the television commercial, but then changed his mind. According to Rob Siltanen:{{quotation | Steve was highly involved with the advertising and every facet of Apple's business. But he was far from the mastermind behind the renowned launch spot...While Steve Jobs didn't create the advertising concepts, he does deserve an incredible amount of credit. He was fully responsible for ultimately pulling the trigger on the right ad campaign from the right agency, and he used his significant influence to secure talent and rally people like no one I've ever seen before. Without Steve Jobs there's not a shot in hell that a campaign as monstrously big as this one would get even close to flying off the ground...it got an audience that once thought of Apple as semi-cool, but semi-stupid to suddenly think about the brand in a whole new way.<ref name="The Real Story"/>}}
'''The Crazy Ones'''
;Original:{{cquote|
Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.


Craig Tanimoto is also credited with opting for "Think different" rather than "Think differently," which was considered but rejected by Lee Clow. Jobs insisted that he wanted "different" to be used as a ], as in "think victory" or "think beauty". He specifically said that "think differently" wouldn't have the same meaning to him. He wanted to make it sound colloquial, like the phrase "think big".<ref name="Steve Jobs book">{{cite book|last=Isaacson|first=Walter|title=Steve Jobs|date=2011|publisher=Simon & Schuster|location=New York City|isbn=978-1-4516-4853-9|pages=|type=print|chapter=Think different|chapter-url=https://archive.org/details/stevejobs00isaa/page/329}}</ref>
The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them.


Jobs' connections were crucial to securing the rights to use the likenesses of the subjects selected to be used in the campaign, many of whom had never been featured in advertising or never would have done so with any other company. He personally called the families of ] and ] and flew to New York City to visit ].<ref name="Apple Hits Different">{{cite news | title=Apple Hits 'Different' Approach To Help With Company Image | newspaper=] | first=Yumiko | last=Ono | date=October 10, 1997 | url=https://www.wsj.com/articles/SB876433605273839500 | access-date=March 16, 2019}}</ref> For the television narration he called ], who was well known to be against appearing in advertising and whose wife refused to forward the call to him. ] was also considered, but ] was an Apple fan, and ultimately accepted the job.<ref name="08: Apple">{{cite web | title=08: Apple (1997) – Think different | first=Craig | last=Tanimoto | date=February 2012 | publisher=Creative Review | url=https://www.creativereview.co.uk/apple-think-different-slogan/ | access-date=March 16, 2019}}</ref>
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.


Two versions of the narration in the television ad were created in the development process: one narrated by Jobs and one by Dreyfuss.<ref name="08: Apple"/><ref name="Steve Jobs book"/><ref>. ]. October 7, 2011</ref> Lee Clow argued that it would be "really powerful" for Jobs to narrate the piece, as a symbol of his return to the company and of reclaiming the Apple brand.<ref name="08: Apple"/> On the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple, not about himself.<ref name="The Real Story"/>
Maybe they have to be crazy.


It was edited at Venice Beach Editorial, by Dan Bootzin, Chiat\Day's in-house editor,<ref name="The Real Story">{{cite web |access-date=March 16, 2019|url=https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/ |title=The Real Story Behind Apple's 'Think different' Campaign |work=]|date=December 14, 2011 |last = Siltanen|first = Rob }}</ref> and post-produced by Hunter Conner.
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?


Jobs said the following in a 1994 interview with the Santa Clara Valley Historical Association:
While some 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.
}}
;Full version:{{cquote|
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 push the human race forward. 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.
}}


{{blockquote|When you grow up you tend to get told the world is the way it is and your job 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.
;Short version:{{cquote|

Here’s to the crazy ones. The rebels. The troublemakers. The ones who see things differently. 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.
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.}}

The Steve Jobs version of the ad was played at Apple's in-house memorial for him in 2011.

==Formats==
=== Television ===
Significantly shortened versions of the advertisement script were used in two ]s, known as "Crazy Ones", directed by ]'s Jennifer Golub who also shared the art director credit with Jessica Schulman Edelstein and Yvonne Smith.

The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities, in this order of appearance: ], ], ], ], ] (with ]), ], ], ], ], ], ], ], ], ], ] (with ]), ], and ]. The advertisement ends with an image of a young girl opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "]" music video, directed by ]; the young girl is Shaan Sahota, Singh's niece.<ref>{{cite web |access-date=October 30, 2011 |url=https://www.nytimes.com/1994/02/20/style/thing-globe-trotting-by-tricycle.html |title=THING; Globe-Trotting By Tricycle |work=The New York Times |date=February 20, 1994 |last=Simmons | first=Doug }}</ref>

The thirty-second advertisement was a shorter version of the previous one, using 11 of the 17 personalities, but closed with ], instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, and Jerry Seinfeld. This version aired only once, during the ] of '']''.

Another early example of the "Think different" ads is on February 4, 1998, months before switching the colored apple logo to solid white, where an ad aired with a ] carrying an ] ] chip on its back moving slowly, as the ] claims that it is twice as fast as Intel's Pentium II Processor.<ref>. Lowendmac.com, Retrieved February 6, 1998</ref>

=== Print ===
Print advertisements from the campaign were published in many mainstream magazines such as '']'' and '']''. Their style was predominantly traditional, prominently featuring the company's computers or consumer electronics along with the slogan.

There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think different" in one corner, with no reference to the company's products. Creative geniuses whose thinking and work actively changed their respective fields where honored and included: ], ], ], ], ], ], ], ], ] and others.<ref>{{Cite web|url=https://www.posterama.co/blogs/news/13414153-top-10-heres-to-the-crazy-ones-think-different-posters|title=Top 10: Here's to the Crazy One's typography posters (2021)|website=Posterama.co|access-date=December 10, 2021}}</ref>

=== Posters ===
Promotional posters from the campaign were produced in small numbers in 24-by-36-inch sizes. They feature the portrait of one historical figure, with a small Apple logo and the words "Think different" in one corner. The original long version of the ad script appears on some of them. The posters were produced between 1997 and 1998.

There were at least 29 "Think different" posters created. The sets were as follows:{{citation needed|date=December 2011}}

'''Set 1'''
* ]
* ]
* ]
* ]
* ]

'''Set 2'''
* ]
* ]
* ]
* ]
* ] (never officially released due to licensing issues and the politically sensitive nature)

'''Set 3'''
* ]
* ]
* ]
* ] and ]
* ] (Never officially released due to licensing issues)
* ]

'''Set 4'''
* ]
* ]
* ]
* ]

'''Set 5 (The Directors set, never officially released)'''
* ]
* ]
* ]
* ]
* ]

In addition, around the year 2000, Apple produced the ten, 11x17 poster set often referred to as ''The Educators Set'', which was distributed through their Education Channels. Apple sent out boxes (the cover of which is a copy of the "Crazy Ones" original TD poster) that each contained 3 packs (sealed in plastic) of 10 small or miniature "Think different" posters.

'''Educator Set'''
* ]
* ]
* ]
* ]
* ]
* ]
* ] and ]
* ]
* ]
* ]

During a special event held on October 14, 1998, at the Flint Center in Cupertino California, a limited edition 11" x 14" softbound book was given to employees and affiliates of Apple Computer, Inc. to commemorate the first year of the ad campaign. The 50 page book contained a foreword by Steve Jobs, the text of the original "Think different" ad, and illustrations of many of the posters used in the campaign along with narratives describing each person.

Outdoor advertisement at ] 2000 Tokyo, etc.<ref>{{Cite web|last=NOBON|date=2017-05-30|title=伝説の広告キャンペーン「Think different」のまとめ – 雑誌広告・野外広告・ポスター 編|url=https://nobon.me/?p=48586|access-date=2021-09-21|website=Blog!NOBON+|language=ja}}</ref><ref>{{Cite web|title=「Think different」のポスター|url=http://blog.nobon.boo.jp/?eid=747844|access-date=2021-09-21|website=Blog!NOBON}}</ref>

* ]<ref>{{Cite web|date=2000-02-16|title=サンフランシスコのレポートでの予測がズバリ当たり、新たにThink differentに加わった日本人映画監督は世界のクロサワこと故黒澤明|url=https://pc.watch.impress.co.jp/docs/article/20000216/dscn0057.jpg|format=JPG|website=Pc.watch.impress.co.jp}}</ref>
* ]<ref name=":0">{{Cite web|title=ジョブズ本発売記念！ Think different.の偉人たち②{{!}}Mac Fan|url=https://book.mynavi.jp/macfan/detail_summary/id=26333|access-date=2021-09-21|website=book.mynavi.jp|language=ja}}</ref>
* ]<ref name=":0" />
* ]<ref name=":0" />

== Reception and influence ==
Upon release, the "Think different" Campaign proved to be an enormous success for Apple and TBWA\Chiat\Day. Critically acclaimed, the spot received numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America.

In retrospect, the new ad campaign marked the beginning of Apple's re-emergence as a marketing powerhouse. In the years leading up to the ad Apple had lost market share to the ] ] which offered lower prices, more software choices, and higher-performance ]s. Worse for Apple's reputation was the high-profile failure of the ], a billion-dollar project that proved to be a technical and commercial dud. The success of the "Think different" campaign, along with the return of ], bolstered the Apple brand and reestablished the "counter-culture" aura of its earlier days, setting the stage for the immensely successful ] all-in-one personal computer and later the Mac OS X (now named ]) operating system.


== Revivals == == Revivals ==

=== 2009 iMac Packaging ===
=== Product packaging ===
On the late 2009 release of the new 21.5 and 27-inch iMacs, the box packaging specification sheet contains the following footnote:
Since late 2009, the box packaging specification sheet for iMac computers has included the following footnote:


'']&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Think different.'' '']&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Think different.''


In previous Macintosh packaging, Apple's website URL was printed below the specifications list.
One possible explanation for this inconspicuous usage is to maintain Apple's ]s on both terms, since neither is widely used in the company's current marketing (Apple's computers are now usually referred to as simply "Mac").


The apparent explanation for this inconspicuous usage is that Apple wished to maintain its ] registrations on both terms &ndash; in most jurisdictions, a company must show continued use of a trademark on its products in order to maintain registration, but neither trademark is widely used in the company's current marketing. This packaging was used as the required specimen of use when Apple filed to re-register "Think different" as a U.S. trademark in 2009.<ref>{{cite web|url=http://tsdr.uspto.gov/documentviewer?caseId=sn77882684&docId=SPE20091203073647#docIndex=9&page=1|title=Specimen for trademark serial no. 77882684|author=Apple Inc.|author-link=Apple Inc.|publisher=]|work=Trademark Document Retrieval|date=November 30, 2009|access-date=January 14, 2015}}</ref>
In previous Macintosh packaging, Apple's website URL is printed below the specifications list.


=== Mac OS X === === macOS ===
Apple has continued to include portions of the "Crazy Ones" text as ] in a range of places in macOS. This includes the high-resolution icon for ] introduced in ], the "All My Files" Finder icon introduced in ], the high-resolution icon for ] in ] and ] and on the new Color LCD Display preferences menu introduced for ].


===Apple Color Emoji===
] application icon from ], which displays a portion of the Think Different text]] A truncated version of the "Crazy Ones" text has been reused in Mac OS X Leopard on the high-resolution icon for ].
Several ] glyphs in Apple's ] font contain portions of the text of "Crazy Ones", including 1F4CB 'Clipboard', 1F4C3 'Page with Curl', 1F4C4 'Page facing up', 1F4DC 'Scroll', 1F4DD 'Memo', 1F4D1 'Bookmark Tabs', 1F4D6 'Open Book', 1F9FE 'Receipt', and 1FA99 'Coin'.


=== Apple.com === === Other media ===
A portion of the text is recited in the trailer for '']'', a ] ] of Steve Jobs' life.<ref name=jobstrailer1>{{cite web|title='Jobs' Theatrical Trailer|url=https://movies.yahoo.com/movie/jobs/trailers/jobs-trailer-161011991.html|work=Yahoo! Movies|access-date=June 23, 2013|year=2013}}</ref> ], as Jobs, is shown recording the audio for the trailer in the film's final scene.
On at least five separate occasions, the Apple homepage featured images of notable figures not originally part of the campaign alongside the "Think Different" slogan:
* In 2001, when ] died
* In 2002, when ] won the ]
* In 2003, when ] died
* In 2005, when ] died
* In 2007, when ] received the ]


The 2015 film '']'' depicts a screening of "Crazy Ones" during the unveiling of the ]. In addition to being seen on screen, the campaign is referenced by the story multiple times: The film's fictionalized version of ] compares himself to ] before being visually juxtaposed with Lennon's frame in "Crazy Ones"; a mock-up poster including ] in the campaign is rejected when Jobs realizes that Turing is not recognizable (allowing another character to comment on the myth that Turing inspired the Apple Logo); and Jobs' daughter ] mocks the phrasing of "Think Different" as opposed to the grammatically-correct "Think Differently".
== Grammar ==

'Think Different' has been criticized as a slogan for being grammatically incorrect. 'Think' is a verb and should take the adverb, 'differently', not the adjective, 'different'.
The Richard Dreyfuss audio version is used in the introduction of the first episode of The Crazy Ones,<ref>{{Cite web|url=https://ricochet.com/podcast/231390/crazy-ones-bcs-gop-obamacare/|title=Introducing The Crazy Ones: Miss the BCS Yet? Plus, A Few Good Ideas for the GOP|website=Ricochet.com|date=December 31, 2014 |access-date=December 10, 2021}}</ref> a ] provided by Ricochet,<ref>{{Cite web|url=https://ricochet.com/|title=Ricochet|website=Ricochet.com|access-date=December 10, 2021}}</ref> hosted by Owen Brennan and Patrick Jones.<ref>{{cite web |url=http://creativejonescollective.com/site/#about |title=Archived copy |website=creativejonescollective.com |access-date=25 January 2022 |archive-url=https://web.archive.org/web/20141019070840/http://creativejonescollective.com/site/#about |archive-date=19 October 2014 |url-status=dead}}</ref>


== Parodies == == Parodies ==
'']'' episode "]" pokes fun at the slogan, writing it "Think differently", a grammatically standard exclamation (which the slogan is not unless ]).
The Think Different campaign was the subject of numerous satirical advertisements by ] ], in which the familiar phrase and logo were represented accompanied by pictures of ], ], and ].


For ]'s release on Mac OS X, Valve has released a '']''–themed advertisement featuring Francis, whose in-game spoken lines involve him hating various things. The given slogan is "I hate different."<ref>{{cite web|url=http://www.macrumors.com/2010/03/03/valve-teases-upcoming-half-life-release-for-mac/|title=Valve teases upcoming Half life release for Mac|last=Slivka|first=Eric|date=March 3, 2010|publisher=Mac Rumors|access-date=March 8, 2010}}</ref><ref>{{cite web|url=http://www.eurogamer.net/articles/valve-teases-forthcoming-announcement|title=Valve teases forthcoming announcement|last=Bramwell|first=Tom|date=March 3, 2010|publisher=Eurogamer|access-date=December 27, 2012}}</ref> Subsequently, for '']''{{'}}s release on Mac, a trailer was released which concludes with "Think bullets".<ref>{{cite web|url=http://www.teamfortress.com/macupdate/|title=Team Fortress 2 - The Mac Update!|website=Teamfortress.com|date=June 10, 2010|access-date=June 13, 2010}}</ref>
In December 2000, Apple's legal department sent a cease and desist letter to the ] over a parody they created using the image of ]. ], the webmaster and administrator of the organization eventually took the parody down, but put up a disputing the claim.


'']'' parodies this through the use of "Think Crabbing" in its opening.<ref>{{Cite web|url=http://weeabooswithcontrollers.com/2013/04/16/aiura-preview-ep-1-think-crabbing/|title=Aiura Preview EP 1 – Think Crabbing|website=Weeabooswithcontrollers.com|access-date=December 10, 2021}}</ref>
Hunter Cressall made a of Apple's commercials, detailing problems he has had with Macs. After the movie, the slogan "Crash Different" is displayed. It is also noted that he still used Macintosh computers to this day.


In the musical ''Nerds'', which depicts a fictionalized account of the lives of Steve Jobs and Bill Gates, there is a song titled "Think Different" in which Jobs hallucinates an anthropomorphized ] dancing with him and urging him to fight back against the Microsoft empire.<ref>{{cite web|url=https://www.youtube.com/watch?v=oZD5GrNzOUw&t=225 |archive-url=https://web.archive.org/web/20130125141237/http://www.youtube.com/watch?v=oZD5GrNzOUw&gl=US&hl=en |archive-date=2013-01-25 |url-status=dead|title=Excerpts from Nerds|website=]}}</ref>
The episode ] of The Simpsons pokes fun at the slogan, writing it "Think Differently"


In the animated show '']'' episode "A Tale of Two Stans", a poster with the words "Ponder Alternatively" and a strawberry colored in a similar fashion as the old ] logo shows in the background.<ref>{{cite web|url=https://www.youtube.com/watch?v=c8PFRScr174 |archive-url=https://ghostarchive.org/varchive/youtube/20211213/c8PFRScr174 |archive-date=2021-12-13 |url-status=live|title=Gravity Falls - A Tale of Two Stans - Preview|website=]|date=June 29, 2015 }}{{cbignore}}</ref>
For ]'s release on Mac OS X, Valve has released a ]-themed parody showing Francis, whose spoken lines involve him hating various things. The given slogan is "I hate different."<ref>{{cite web|url=http://www.macrumors.com/2010/03/03/valve-teases-upcoming-half-life-release-for-mac/|title=Valve teases upcoming Half life release for Mac|last=Slivka|first=Eric|date=2010-03-03|publisher=Mac Rumors|accessdate=08 March 2010}}</ref>


In the movie '']'', an easter egg magazine at the end of the film references the slogan with a computer captioned, "Scare Different."<ref>{{Cite web|last=Santiago|first=Amanda Luz Henning|title=The 5 most obvious Apple references in Pixar films|url=https://mashable.com/article/apple-references-easter-eggs-pixar-films/|access-date=2021-05-28|website=Mashable|date=August 5, 2018 |language=en}}</ref>
== References ==
{{reflist}}


During ], Cutwater Spirits ran its first ], "Here's To The Lazy Ones," which leaned into the laziness implicit in consuming its canned cocktails by depicting similarly lazy moves such as using a massage gun to tenderize meat.<ref name="Schultz">{{cite news |last1=Schultz |first1=E.J. |title=Cutwater Spirits Super Bowl Ad Celebrates Lazy Mixology With Its Canned Cocktails |url=https://adage.com/article/special-report-super-bowl/cutwater-spirits-super-bowl-ad-has-lazy-mixology-canned-cocktails/2399411 |access-date=28 March 2022 |work=Ad Age |date=February 11, 2022}}</ref>
== External links ==
=== The 60-sec. version of the television ad ===
*
*
*
* (also )
* (also )


== See also ==
=== The 30-sec. version of the television ad ===
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== References ==
=== One-person versions of the television ad ===
{{Reflist}}
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* ] (the footage is from the 1956 documentary '']'' by ])


=== Spoofs === ==External links==
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* (also ) Villains
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* Think Funny
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* Think ]
* (a remake using contemporary media persona) *
* by Duncan Macleod
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* directed by ]
* by Rob Siltanen
* by John James
* by Abey Francis


=== Other ads with the "Think Different" slogan ===
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{{Steve Jobs}}
=== Miscellaneous ===
* at the ]
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Latest revision as of 07:19, 6 September 2024

Slogan by Apple Inc.For the song by Japanese composer Nujabes, see Metaphorical Music.

Apple's "Think different" logo

"Think different" is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple Inc. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day. The slogan has been widely taken as a response to the IBM slogan "Think". It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.

As of 2020, "Think different" was still printed on the back of the box of the iMac.

Development

In 1984, Apple's "1984" Super Bowl advertisement was created by advertising agency Chiat\Day. In 1986, CEO John Sculley replaced Chiat\Day with BBDO. In 1997, under CEO Gil Amelio, BBDO pitched a new brand campaign with the slogan "We're back" to an internal marketing meeting at the then struggling Apple. Reportedly everyone in the meeting expressed approval with the exception of the recently returned Steve Jobs who said "the slogan was stupid because Apple wasn't back ."

Jobs then invited three advertising agencies to present new ideas that reflected the philosophy he thought had to be reinforced within the company he had co-founded. Chiat\Day was one of them.

The script was written by Rob Siltanen with participation of Lee Clow and many others on his creative team. The slogan "Think different" was created by Craig Tanimoto, an art director at Chiat\Day, who also contributed to the initial concept work. The look and feel of the print, outdoor and the photography used was researched, curated, and visually developed by art & design director Jessica (Schulman) Edelstein who, together with Lee Clow, met weekly with Steve Jobs and the team at Apple to hone the campaign in its many forms. Susan Alinsangan and Margaret (Midgett) Keene were also instrumental in developing the campaign further as it progressed and spread throughout the world. The commercial's music was composed by Chip Jenkins for Elias Arts.

The full text of the various versions of this script were co-written by creative director Rob Siltanen and creative director Ken Segall, along with input from many on the team at the agency and at Apple. While Jobs thought the creative concept "brilliant", he originally hated the words of the television commercial, but then changed his mind. According to Rob Siltanen:

Steve was highly involved with the advertising and every facet of Apple's business. But he was far from the mastermind behind the renowned launch spot...While Steve Jobs didn't create the advertising concepts, he does deserve an incredible amount of credit. He was fully responsible for ultimately pulling the trigger on the right ad campaign from the right agency, and he used his significant influence to secure talent and rally people like no one I've ever seen before. Without Steve Jobs there's not a shot in hell that a campaign as monstrously big as this one would get even close to flying off the ground...it got an audience that once thought of Apple as semi-cool, but semi-stupid to suddenly think about the brand in a whole new way.

Craig Tanimoto is also credited with opting for "Think different" rather than "Think differently," which was considered but rejected by Lee Clow. Jobs insisted that he wanted "different" to be used as a noun, as in "think victory" or "think beauty". He specifically said that "think differently" wouldn't have the same meaning to him. He wanted to make it sound colloquial, like the phrase "think big".

Jobs' connections were crucial to securing the rights to use the likenesses of the subjects selected to be used in the campaign, many of whom had never been featured in advertising or never would have done so with any other company. He personally called the families of Jim Henson and John F. Kennedy and flew to New York City to visit Yoko Ono. For the television narration he called Robin Williams, who was well known to be against appearing in advertising and whose wife refused to forward the call to him. Tom Hanks was also considered, but Richard Dreyfuss was an Apple fan, and ultimately accepted the job.

Two versions of the narration in the television ad were created in the development process: one narrated by Jobs and one by Dreyfuss. Lee Clow argued that it would be "really powerful" for Jobs to narrate the piece, as a symbol of his return to the company and of reclaiming the Apple brand. On the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple, not about himself.

It was edited at Venice Beach Editorial, by Dan Bootzin, Chiat\Day's in-house editor, and post-produced by Hunter Conner.

Jobs said the following in a 1994 interview with the Santa Clara Valley Historical Association:

When you grow up you tend to get told the world is the way it is and your job 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.

The Steve Jobs version of the ad was played at Apple's in-house memorial for him in 2011.

Formats

Television

Significantly shortened versions of the advertisement script were used in two television advertisements, known as "Crazy Ones", directed by Chiat\Day's Jennifer Golub who also shared the art director credit with Jessica Schulman Edelstein and Yvonne Smith.

The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities, in this order of appearance: 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 advertisement ends with an image of a young girl opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "Sweet Lullaby" music video, directed by Tarsem Singh; the young girl is Shaan Sahota, Singh's niece.

The thirty-second advertisement was a shorter version of the previous one, using 11 of the 17 personalities, but closed with Jerry Seinfeld, instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, and Jerry Seinfeld. This version aired only once, during the series finale of Seinfeld.

Another early example of the "Think different" ads is on February 4, 1998, months before switching the colored apple logo to solid white, where an ad aired with a snail carrying an Intel Pentium II chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.

Print

Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Their style was predominantly traditional, prominently featuring the company's computers or consumer electronics along with the slogan.

There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think different" in one corner, with no reference to the company's products. Creative geniuses whose thinking and work actively changed their respective fields where honored and included: Jimi Hendrix, Richard Clayderman, Miles Davis, Martha Graham, Cesar Chavez, John Lennon, Laurence Gartel, Mahatma Gandhi, Eleanor Roosevelt and others.

Posters

Promotional posters from the campaign were produced in small numbers in 24-by-36-inch sizes. They feature the portrait of one historical figure, with a small Apple logo and the words "Think different" in one corner. The original long version of the ad script appears on some of them. The posters were produced between 1997 and 1998.

There were at least 29 "Think different" posters created. The sets were as follows:

Set 1

Set 2

Set 3

Set 4

Set 5 (The Directors set, never officially released)

In addition, around the year 2000, Apple produced the ten, 11x17 poster set often referred to as The Educators Set, which was distributed through their Education Channels. Apple sent out boxes (the cover of which is a copy of the "Crazy Ones" original TD poster) that each contained 3 packs (sealed in plastic) of 10 small or miniature "Think different" posters.

Educator Set

During a special event held on October 14, 1998, at the Flint Center in Cupertino California, a limited edition 11" x 14" softbound book was given to employees and affiliates of Apple Computer, Inc. to commemorate the first year of the ad campaign. The 50 page book contained a foreword by Steve Jobs, the text of the original "Think different" ad, and illustrations of many of the posters used in the campaign along with narratives describing each person.

Outdoor advertisement at MacWorld 2000 Tokyo, etc.

Reception and influence

Upon release, the "Think different" Campaign proved to be an enormous success for Apple and TBWA\Chiat\Day. Critically acclaimed, the spot received numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America.

In retrospect, the new ad campaign marked the beginning of Apple's re-emergence as a marketing powerhouse. In the years leading up to the ad Apple had lost market share to the Wintel ecosystem which offered lower prices, more software choices, and higher-performance CPUs. Worse for Apple's reputation was the high-profile failure of the Apple Newton, a billion-dollar project that proved to be a technical and commercial dud. The success of the "Think different" campaign, along with the return of Steve Jobs, bolstered the Apple brand and reestablished the "counter-culture" aura of its earlier days, setting the stage for the immensely successful iMac all-in-one personal computer and later the Mac OS X (now named macOS) operating system.

Revivals

Product packaging

Since late 2009, the box packaging specification sheet for iMac computers has included the following footnote:

Macintosh     Think different.

In previous Macintosh packaging, Apple's website URL was printed below the specifications list.

The apparent explanation for this inconspicuous usage is that Apple wished to maintain its trademark registrations on both terms – in most jurisdictions, a company must show continued use of a trademark on its products in order to maintain registration, but neither trademark is widely used in the company's current marketing. This packaging was used as the required specimen of use when Apple filed to re-register "Think different" as a U.S. trademark in 2009.

macOS

Apple has continued to include portions of the "Crazy Ones" text as Easter eggs in a range of places in macOS. This includes the high-resolution icon for TextEdit introduced in Leopard, the "All My Files" Finder icon introduced in Lion, the high-resolution icon for Notes in Mountain Lion and Mavericks and on the new Color LCD Display preferences menu introduced for MacBook Pro with Retina Display.

Apple Color Emoji

Several emoji glyphs in Apple's Apple Color Emoji font contain portions of the text of "Crazy Ones", including 1F4CB 'Clipboard', 1F4C3 'Page with Curl', 1F4C4 'Page facing up', 1F4DC 'Scroll', 1F4DD 'Memo', 1F4D1 'Bookmark Tabs', 1F4D6 'Open Book', 1F9FE 'Receipt', and 1FA99 'Coin'.

Other media

A portion of the text is recited in the trailer for Jobs, a biographical drama film of Steve Jobs' life. Ashton Kutcher, as Jobs, is shown recording the audio for the trailer in the film's final scene.

The 2015 film Steve Jobs depicts a screening of "Crazy Ones" during the unveiling of the iMac G3. In addition to being seen on screen, the campaign is referenced by the story multiple times: The film's fictionalized version of Steve Wozniak compares himself to John Lennon before being visually juxtaposed with Lennon's frame in "Crazy Ones"; a mock-up poster including Alan Turing in the campaign is rejected when Jobs realizes that Turing is not recognizable (allowing another character to comment on the myth that Turing inspired the Apple Logo); and Jobs' daughter Lisa Brennan-Jobs mocks the phrasing of "Think Different" as opposed to the grammatically-correct "Think Differently".

The Richard Dreyfuss audio version is used in the introduction of the first episode of The Crazy Ones, a podcast provided by Ricochet, hosted by Owen Brennan and Patrick Jones.

Parodies

The Simpsons episode "Mypods and Boomsticks" pokes fun at the slogan, writing it "Think differently", a grammatically standard exclamation (which the slogan is not unless used as noun for the act of thinking).

For Steam's release on Mac OS X, Valve has released a Left 4 Dead–themed advertisement featuring Francis, whose in-game spoken lines involve him hating various things. The given slogan is "I hate different." Subsequently, for Team Fortress 2's release on Mac, a trailer was released which concludes with "Think bullets".

Aiura parodies this through the use of "Think Crabbing" in its opening.

In the musical Nerds, which depicts a fictionalized account of the lives of Steve Jobs and Bill Gates, there is a song titled "Think Different" in which Jobs hallucinates an anthropomorphized Oracle dancing with him and urging him to fight back against the Microsoft empire.

In the animated show Gravity Falls episode "A Tale of Two Stans", a poster with the words "Ponder Alternatively" and a strawberry colored in a similar fashion as the old Apple logo shows in the background.

In the movie Monsters, Inc., an easter egg magazine at the end of the film references the slogan with a computer captioned, "Scare Different."

During Super Bowl LVI, Cutwater Spirits ran its first Super Bowl ad, "Here's To The Lazy Ones," which leaned into the laziness implicit in consuming its canned cocktails by depicting similarly lazy moves such as using a massage gun to tenderize meat.

See also

References

  1. 'Think different': The Ad Campaign that Restored Apple's Reputation. Lowendmac.com, Retrieved August 12, 2008
  2. Clifton, Rita; Ahmad, Sameena (2009). Brands and Branding. The Economist. Bloomberg Press. p. 116. ISBN 978-1576601471.
  3. Altstiel, Tom; Grow, Jean (2005). Advertising Strategy: Creative Tactics from the Outside/In. Sage Publications, Inc. p. 24. ISBN 978-1412917964.
  4. Sull, Donald Norman (2003). Revival of the Fittest: Why Good Companies Go Bad and How Great Managers Remake Them. Harvard Business Review Press. p. 66. ISBN 978-1578519934.
  5. "The Few Remaining Uses of the Word "Macintosh"". TidBITS.com. January 10, 2020. Retrieved December 10, 2021.
  6. "Dropped Ad Agency Goes Out in Style, Thanks Apple". Los Angeles Times. Associated Press. May 23, 1986.
  7. Carlton, Jim (April 14, 1998). "Jobs Makes Headway at Apple, But Not Without Much Turmoil". Wall Street Journal. Archived from the original on April 26, 2015. Retrieved March 16, 2019.
  8. ^ Siltanen, Rob (December 14, 2011). "The Real Story Behind Apple's 'Think different' Campaign". Forbes. Retrieved March 16, 2019.
  9. ^ Isaacson, Walter (2011). "Think different". Steve Jobs (print). New York City: Simon & Schuster. pp. 329–330. ISBN 978-1-4516-4853-9.
  10. Ono, Yumiko (October 10, 1997). "Apple Hits 'Different' Approach To Help With Company Image". The Wall Street Journal. Retrieved March 16, 2019.
  11. ^ Tanimoto, Craig (February 2012). "08: Apple (1997) – Think different". Creative Review. Retrieved March 16, 2019.
  12. "Touching: Steve Jobs Voicing One Of Apple's Iconic 'Think different' Campaign Commercials". Geekologie. October 7, 2011
  13. Simmons, Doug (February 20, 1994). "THING; Globe-Trotting By Tricycle". The New York Times. Retrieved October 30, 2011.
  14. PowerPC vs. Pentium II: Escargot?. Lowendmac.com, Retrieved February 6, 1998
  15. "Top 10: Here's to the Crazy One's typography posters (2021)". Posterama.co. Retrieved December 10, 2021.
  16. NOBON (May 30, 2017). "伝説の広告キャンペーン「Think different」のまとめ – 雑誌広告・野外広告・ポスター 編". Blog!NOBON+ (in Japanese). Retrieved September 21, 2021.
  17. "「Think different」のポスター". Blog!NOBON. Retrieved September 21, 2021.
  18. "サンフランシスコのレポートでの予測がズバリ当たり、新たにThink differentに加わった日本人映画監督は世界のクロサワこと故黒澤明" (JPG). Pc.watch.impress.co.jp. February 16, 2000.
  19. ^ "ジョブズ本発売記念！ Think different.の偉人たち②|Mac Fan". book.mynavi.jp (in Japanese). Retrieved September 21, 2021.
  20. Apple Inc. (November 30, 2009). "Specimen for trademark serial no. 77882684". Trademark Document Retrieval. United States Patent and Trademark Office. Retrieved January 14, 2015.
  21. "'Jobs' Theatrical Trailer". Yahoo! Movies. 2013. Retrieved June 23, 2013.
  22. "Introducing The Crazy Ones: Miss the BCS Yet? Plus, A Few Good Ideas for the GOP". Ricochet.com. December 31, 2014. Retrieved December 10, 2021.
  23. "Ricochet". Ricochet.com. Retrieved December 10, 2021.
  24. "Archived copy". creativejonescollective.com. Archived from the original on October 19, 2014. Retrieved January 25, 2022.{{cite web}}: CS1 maint: archived copy as title (link)
  25. Slivka, Eric (March 3, 2010). "Valve teases upcoming Half life release for Mac". Mac Rumors. Retrieved March 8, 2010.
  26. Bramwell, Tom (March 3, 2010). "Valve teases forthcoming announcement". Eurogamer. Retrieved December 27, 2012.
  27. "Team Fortress 2 - The Mac Update!". Teamfortress.com. June 10, 2010. Retrieved June 13, 2010.
  28. "Aiura Preview EP 1 – Think Crabbing". Weeabooswithcontrollers.com. Retrieved December 10, 2021.
  29. "Excerpts from Nerds". YouTube. Archived from the original on January 25, 2013.
  30. "Gravity Falls - A Tale of Two Stans - Preview". YouTube. June 29, 2015. Archived from the original on December 13, 2021.
  31. Santiago, Amanda Luz Henning (August 5, 2018). "The 5 most obvious Apple references in Pixar films". Mashable. Retrieved May 28, 2021.
  32. Schultz, E.J. (February 11, 2022). "Cutwater Spirits Super Bowl Ad Celebrates Lazy Mixology With Its Canned Cocktails". Ad Age. Retrieved March 28, 2022.

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