This Day in Tech History.
Added 2022-09-29 02:11:22 +0000 UTC
Apple Asks Us to Think Different
September 28, 1997
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, TBWA/Chiat/Day. Read more about the history of the Think Different campaign (https://thisdayintechhistory.com/).
