A decade back when Steve Jobs returned to Apple Inc. The Apple brand had notably diminished in prestige, it was in this time (in 1997) that Apple launched the Think Different Ad campaign. Which not only helped to make staggering improvements in Apple’s image but also is one of the best ad campaigns in history IMHO.
The theme of the campaign was to celebrate people who changed the world by thinking differently. Albert Einstein, Pablo Picasso, Mahatma Gandhi, The Dalai Lama among others were featured in the ad campaign. The company tried to convey that it nurtured creativity as these accomplished thinkers and also one more premise was that Apple users were different!
The following is the original text used in the ad.
Here’s to the crazy ones.
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.
Out of the chosen people in the ad campaign quite a few of them happen to inspire me in some way, and have been heroes for me. One of them is Richard Feynman, i too fervently wish to Think Different like him and imbibe some of his qualities in me!
A significant section of the general population thinks that it is not a good idea to use the image and the views of such great individuals for commercial reasons, and i happen to belong to that tribe. However for this Apple ad campaign, i make an exception. Yes, these ads helped Apple to enhance their corporate image to a large extent. But they also did something more, they inspired people. Seeing my heroes like Feynman, Einstein etc with think different printed on one corner is very inspiring for me!
If people laugh at you it could be because you fall in the category of the above great men. You think different! Do not try to change how you think for the world.
Think Different! And make a difference!
Credits: These posters above are a copyright of The Apple Inc.