Think different

"Think different" is an advertising slogan used from 1997 to 2002 by Apple. 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, while , it is printed on the list of Mac-related products above the footer on the Mac website.

"Think different" is an advertising slogan used from 1997 to 2002 by Apple. 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, while , it is printed on the list of Mac-related products above the footer on the Mac website.

Development

In 1983, 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 [yet]." 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: 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 (i.e., Think "different"), 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: The Steve Jobs narration was played at Apple's in-house memorial for him in 2011.

Formats

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'.

External links

Making of Think Different ad featurette Think Different ad: Steve Jobs narration Think Different ad: Richard Dreyfuss narration The Marketing Genius of Apple's "Think Different" Apple Think Different Campaign by Duncan Macleod Think Different 1984 Super Bowl ad directed by Ridley Scott The Real Story Behind Apple's 'Think Different' Campaign by Rob Siltanen Thinking Different about Apple’s “Think Different” Campaign by John James Case Study of Apple Inc: “Think Different” Branding Campaign by Abey Francis

Text derived from https://en.wikipedia.org/w/index.php?oldid=1378167033 under CC BY-SA 4.0; modifications have been made.