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Think Different(ly)

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Apple's Think Different Ad Campaign

It was 1997 and Steve Jobs was in the beginning of plotting a resurrection of Apple. 'We're back' was the advertising campaign that would kick it all off. Only Steve realized that the Apple board's approval of this campaign would be a complete disaster. They weren't back. It wouldn't be for another year that the iMac revolution would kick off the most amazing hit parade of products that were ever produced.

Steve pushed and prodded to change the ad that eventually gave way to one of the most iconic ad campaigns ever created- 'The Crazy Ones'. It was a beautiful tribute to those that dared to change the world, to Think Different. Apple would be 'back', only he didn't have to say it, he could show it. It wasn't a directive, it was a challenge for the company. The ad created a stage for the company to surprise and delight its fans. There was no mention of products and it made no direct reference to Steve's return. From the board's perspective, it was a critical...

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