The “Think Different” ad campaign by Apple was launched in 1997 and is regarded as one of the most iconic and influential advertising campaigns in history. Created by the advertising agency TBWA\Chiat\Day, the campaign aimed to reposition Apple as a brand that celebrated creativity, individuality, and the spirit of innovation.
At the time of the campaign’s launch, Apple was struggling as a company, and their market share was declining. In an effort to revitalize the brand, the “Think Different” campaign sought to evoke a powerful emotional connection with consumers by honoring those who challenged the status quo and changed the world through their ideas and actions.
The advertisements were accompanied by a simple and inspiring script voiced by actor Richard Dreyfuss:
“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.”
The “Think Different” campaign featured a diverse group of personalities, including Albert Einstein, Mahatma Gandhi, Martin Luther King Jr., John Lennon, Amelia Earhart, Pablo Picasso, and many others. By associating Apple with these exceptional and unconventional individuals, the campaign aimed to inspire and empower its audience to embrace their uniqueness and think beyond conventional boundaries.
The “Think Different” slogan became synonymous with the company’s philosophy, influencing future product launches and marketing efforts.
To this day, the “Think Different” campaign remains an enduring symbol of Apple’s core values and serves as a reminder to embrace individuality, creativity, and the audacity to challenge the world and shape a better future.
