The words "think different" were created by Chiat/Day art director Craig Tanimoto. The text of the various versions of this commercial was written by Rob Siltanen and Ken Segall.
The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "Sweet Lullaby" music video, directed by Tarsem Singh; the young girl is Shaan Sahota, Singh's niece.
The thirty-second commercial was a shorter version of the previous one, using 11 of the 17 personalities, but closed with Jerry Seinfeld, instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, followed by Jerry Seinfeld. This version aired only once, during the series finale of Seinfeld.
Another early example of the "Think Different" ads was on February 4, 1998, months before taking the colors out of the logo, where a commercial aired with a snail carrying an Intel Pentium II chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.
There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products. The familiar faces on display included Jim Henson, Richard Feynman, Maria Callas, Miles Davis, Martha Graham, Ansel Adams, Cesar Chavez, Joan Baez, and others.
There were at least 29 different Think Different posters created. The sets were as follows:
Set 1
Set 2
Set 3
Set 4
Set 5 (The Directors set, never officially released)
In addition, around the year 2000, Apple produced the ten, 11x17 poster set often referred to as "The Educators Set", which was distributed through their Education Channels. Apple sent out boxes (the cover of which is a copy of the 'Crazy Ones' original TD poster) that each contained 3 packs (sealed in plastic) of 10 small/miniature Think Different posters.
Educator Set
The Crazy Ones ;Original:
;Full version:;Short version:
In many ways, the new ad campaign would mark the beginning of Apple's re-emergence as technical giant. In the years leading up to the ad, Apple had seen many of even its most staunch supporters switch over to other competitors in the market offering more sophisticated and better equipped processors. Even worse, the company had lost hundreds of millions of dollars due to the failure of Apple Newton, a billion-dollar project that proved to be critically, and commercially, unsuccessful. Appealing to the "counter-culture" image Apple had gained in its earlier years, the "Think Different" campaign, along with the return of Steve Jobs, put a bright spotlight on the company and consequently on many of the new products that were being announced, chief among them the immensely successful iMac personal computer and later the Mac OS X operating system.
Macintosh Think different.
In previous Macintosh packaging, Apple's website URL was printed below the specifications list.
The apparent explanation for this inconspicuous usage is that Apple wished to maintain its trademark registrations on both terms – in most jurisdictions, a company must show continued use of a trademark on its products in order to maintain registration, but neither trademark is widely used in the company's current marketing. (With regards to "Macintosh", Apple's computers are now usually marketed as simply "Mac".) Indeed, this packaging was used as the required specimen of use when Apple filed to re-register "Think Different" as a U.S. trademark in 2009.
For Steam's release on Mac OS X, Valve has released a Left 4 Dead–themed advertisement featuring Francis, whose in-game spoken lines involve him hating various things. The given slogan is "I hate different." Subsequently, for Team Fortress 2's release on Mac, a trailer was released which concludes with "Think bullets".
Category:Advertising slogans Category:Apple Inc. advertising Category:Television commercials Category:Advertising campaigns
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