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Today in Apple hi: ‘Here’s to the crazy ones’ who ‘think different’

September 28, 1997: Apple harmonizes the troubled computer company with hi's most famous liberal anti-government forces and debuts the symbolic "Th different different" television commercial.

Apple's most famous tagline "Think different" is not just about clarifying how Cupertino differs from its competitors. In addition, under the leadership of Steve Jobs, he emphasizes how to build a completely different future from Apple's era of earnings in the early 1990s.

Television scenes narrated by actor Richard Dreyfuss are surprisingly respectful of the unexpected opposition forces. "There is a crazy person here," Dreyfuss' s intonation. "Misfit, Rebel Army, Trouble Maker – Round Peg with square hole, a person who sees a different one."

From Albert Einstein and Buckminster Fuller to John Lennon and Martin Luther King Jr., many monochrome images of visionary beyond the 20th century admire the power of bold ideas.

That spot ends in a strong (and grammatically suspicious) advertising slogan "Think different".

Apple, Reuniting with TBWA Chiat / Day

Successful ads and the accompanying series of ads are more than just showing that Jobs has returned to Apple. This is the first advertisement TBWA Chiat / Day made for over 10 years. (Cupertino resigned as an advertising agency named "Lemmings", Apple 's commercial in 1985, but Jobs left the company)

In the most possible cynical words, the new marketing blitz has played a role of stagnation tactics for Apple. Despite the lack of new Apple products, this was an attempt to persuade shareholders and customers that the situation is different under Jobs.

Although Jobs's return was excitedly seen by most fans, the most important thing to date has not been noticed that it was to announce one of Apple's biggest quarter losses .

Unlike most things Apple comes out of Cupertino without prior warning, Apple actually tried a "different way of thinking" in advance. It is called lack of confidence. Or, a "familiar way of thinking" with a less slogan of marketing, a more familiar movement to make it appear more grassroots spontaneity. In any case, Apple's advertising campaign was pretty good.

"Think different" ad campaign, Apple returns its roots

Part of the original Apple
A part of the original "Think different".
Photo: Apple

Jobs tried this phrase at the MacWorld Expo in 1997 in front of the audience, as detailed in the previous "Today's Apple in High" article. By doing so, he said, "We planted seeds of advertisement so that it looks more organic when Apple's debut" [finished spots]"

The ad copy itself was born from copywriters Rob Siltanen and Ken Segall (the latter was also called iMac).

The line of "think different" came from Craig Tanimoto. He also had the idea of ​​connecting Apple with various thinkers of the 20th century. (This was not a whole new area for Apple, a few years ago is a "Power is" advertisement using end users like gonzo journalist Hunter S. Thompson.

Jobs himself was persuaded to record the version of ad narration, but did not allow to be televised as people might consider it arrogant.

"Think different" is part of Apple's DNA

Jobs initially touched Robin Williams' moving touching speech Dead poetry association For the commercial until Siltanen and Segall write a copy here for "crazy people".

However, this idea has nothing to do with anyone at Apple. In 2014, the company uses Williams' audio slurs as one of the "Your Verse" advertisements for the iPad.

Apple ceased "Think different" advertisement when iMac G4 appeared in 2002. However, the impact of this advertisement continues to be felt as a declaration of some guiding light mission, similar to Apple's value declaration. 1980s.

For example, the current Apple CEO Tim Cook has the original "Think different" ad in his office. And last year, Apple updated its trademarks filed with the European Patent and Trademark Office for the first time since 2009. (People should argue that with Phil Schiller, Apple in 2016 is not like Apple around 1997)

What is your favorite Apple commercial? Do you think that Apple still lives to the mantra of "Think different"? Please leave the following comments.

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