Just a little over two weeks after naming Steve Jobs interim CEO, Apple launches their “Think Different” ad campaign. Designed to reintroduce the Apple brand, the campaign was nearly universally praised by the press, general public, and advertising industry, winning several awards along the way. Looking back in context, Think Different was the symbolic start of Apple’s resurgence from near-collapse in the 1990’s into the most valuable company in the world.
The campaign was anchored on the now-famous prose commonly called, “Crazy Ones“, which was narrated by Richard Dreyfus in the commercial most people are familiar with. It is commonly thought that Steve Jobs wrote Crazy Ones, but in fact it was written by Rob Siltanen and Ken Segall who worked at Apple’s advertising agency.
"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."