Think Different 1678806 223280474 2008-07-03T11:23:01Z Stifle 473485 /* Text */ removed section, text should be in Wikisource if free and not here at all if copyrighted <!-- Commented out because image was deleted: [[Image:Think_Different_posters.jpg|thumb|right|300px||Several different Think Different posters.]] --> '''"Think Different"''' is an [[advertising slogan]] created for [[Apple Computer]] in 1997 by the Los Angeles office of [[advertising agency]] [[TBWA\Chiat\Day]]. It was used in a famous television commercial, several print advertisements, and several television advertisements for Apple products. Apple's use of the slogan was discontinued with the start of the [[Apple Switch ad campaign]] in 2002. The slogan may have been a play on the venerable [[IBM Think]] motto coined by Thomas J. Watson. == Television commercials == Significantly shortened versions of the text were used in two [[television commercial]]s titled "Crazy Ones" directed by [[Chiat/Day]]'s [[Jennifer Golub]] and art directed along with Jessica Schulman and Yvonne Smith, with a voiceover narrated by [[Richard Dreyfuss]]. The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order) [[Albert Einstein]], [[Bob Dylan]], [[Martin Luther King, Jr.]], [[Richard Branson]], [[John Lennon]], [[R. 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, Shaan Sahota opening her closed eyes, as if to see the possibilities before her. The thirty-second commercial used many of the people above, but closed with [[Jerry Seinfeld]], instead of the young girl. In order: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Picasso, and Jerry Seinfeld. This commercial aired only once, during the [[series finale]] of [[Seinfeld]]. == Print advertisements == <!-- Commented out because image was deleted: [[Image:Think Different John Lennon advert.jpg|thumb|right|[[John Lennon]] and [[Yoko Ono]] on a Think Different poster.]] --> Print advertisements from the campaign were published in many mainstream magazines such as [[Newsweek]] and [[Time (magazine)|Time]]. Sometimes these were traditional advertisements, prominently featuring the company's computers or consumer electronics along with the slogan. However, there was also another series of print ads that were more focused on brand image than specific products. These were created as a tribute to the creative innovators that truly changed the world by thinking in ways others never did. They featured a portrait of one of the historic figures shown in the television ad, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products. ==Staff of Preparation== The campaign was made almost entirely in-house by the team at TBWA\Chiat\Day\Los Angeles: Chairman and chief creative officer worldwide & account director: Lee Clow. Creative directors: Ken Segall, Rob Siltanen, Eric Grunbaum, Amy Moorman. Executive producer, director & art director: Jennifer Golub. Art directors: Jessica Schulman, Margaret Midgett, Susan Alinsangan. Copywriter: Craig Tanimoto. Senior editor of the in-house arm, Venice Beach Editorial: Dan Bootzin. Stock photo and film research Susan Nickerson, owner and head stock-footage researcher, with Nickerson Research. ==Revivals== ===Mac OS X=== This text has been reused in Mac OS X Leopard on the high-resolution icon for [[TextEdit]]. ===Apple.com=== On three separate occasions, the Apple homepage featured images of notable figures not originally part of the campaign alongside the "Think Different" slogan: * In 2002, when [[Jimmy Carter]] won the [[Nobel Peace Prize]] * In 2005, when [[Rosa Parks]] died * In 2007, when [[Al Gore]] received the [[Nobel Peace Prize]] == Parodies == The Think Different campaign was the subject of numerous satirical advertisements by culture jammer [[Ron English]], in which the familiar phrase and logo were represented accompanied by pictures of [[Charles Manson]], [[Adolf Hitler]], and [[Bill Gates]]. In December of 2000, Apple's legal department sent a cease and desist letter to the [[Church of Satan]] over a parody they created using the image of [[Anton LaVey]]. [[Peter H. Gilmore]], the webmaster and administrator of the organization eventually took the parody down, but put up a [http://www.churchofsatan.com/Pages/Apple.html page]disputing the claim. At the end of Hunter Cressall's parody [http://www.happynowhere.net/mac_parody.php] the slogan "Crash Different" is displayed. [[Wu-Tang Meets Indie Culture]] is an album from this series. The most recent parody features the voiceover of the original commercial over a list of third-party iPhone applications. This video was released on [http://www.youtube.com/watch?v=a40BQ8ThsTc YouTube] shortly after the iPhone 1.1.1 update disabled all of the third-party apps. It meant to show that Apple was being hypocritical about their actions. == External links == === The 60-sec. version of the television ad === * [http://www.youtube.com/watch?v=No1MxAnHuJM on Youtube] * [http://www.theapplecollection.com/Collection/AppleMovies/mov/thinkdif.mov .mov file, 3 MB] * [http://www.uriah.com/apple-qt/movies/think-different.mov .mov file, 5 MB] * [http://lib.store.yahoo.com/lib/redlightrunner/thinkdifferent.mov .mov file, 10 MB] (also [http://www.esm.psu.edu/Faculty/Gray/graphics/movies/Think-Different.mov here]) * [http://www.theapplecollection.com/Collection/AppleMovies/mov/ThinkDiff.mov .mov file, 14 MB] === The 30-sec. version of the television ad === * [http://pulsar.esm.psu.edu/Faculty/Gray/graphics/movies/thinkseinfeld60.mov mov file, 2 MB] * [http://www.theapplecollection.com/Collection/AppleMovies/mov/jerrysteinfield.mov mov file, 8 MB] === One-person versions of the television ad === * [http://www.theapplecollection.com/Collection/AppleMovies/mov/ali240.mov mov file, 1 MB] [[Muhammad Ali]] ([http://www.inetfilm.com/quicktime/commerical/ali.mov mirror]) * [http://www.theapplecollection.com/Collection/AppleMovies/mov/picasso240.mov mov file, 1 MB] [[Pablo Picasso]] (the footage is from the 1956 documentary "[[Le mystère Picasso]]" by [[Henri-Georges Clouzot]]) === Spoofs === * [http://www.esm.psu.edu/Faculty/Gray/graphics/movies/thinkdifferent2.mov .mov file, 6 MB] (also [http://www.theapplecollection.com/Collection/AppleMovies/mov/thinkdiffparody.mov here]) Villains * [http://www.theapplecollection.com/Collection/AppleMovies/mov/thinkfunny.mov .mov file, 3 MB] Think Funny * [http://www.theapplecollection.com/Collection/AppleMovies/mov/thinkdaharma.mov .mov file, 4 MB] Think [[Dharma & Greg|Dharma]] * [http://www.youtube.com/watch?v=YHineBZTpNw Think Different 2007 (YouTube)] (a remake using contemporary media persona) *[http://www.youtube.com/watch?v=a40BQ8ThsTc&eurl=http%3A%2F%2Fen%2Ewikipedia%2Eorg%2Fwiki%2FThink_Different Think Different spoof regarding hackers of Apple's iPhone] === Other ads with the "Think Different" slogan === * [http://www.theapplecollection.com/Collection/AppleMovies/movies1.html A whole collection of them] * [[Snail]] ([http://www.uriahcarpenter.info/movies/snail2.mov .mov file, 2 MB]) * [[Toasted Bunnies]] ([http://www.theapplecollection.com/Collection/AppleMovies/mov/bunnies.mov .mov file, 4.7 MB]) * [[Jeff Goldblum]] ([http://pulsar.esm.psu.edu/Faculty/Gray/graphics/movies/iMac2Go.mov .mov file, 3 MB]) * [[Muhammed Ali]] ([http://www.inetfilm.com/movies/commercial/ali.php .mov file, 1 MB]) === Miscellaneous === * [http://web.archive.org/web/20010228171255/www.apple.com/thinkdifferent/ Apple: Think Different text] at the [[Internet Archive]] * [http://www.duncans.tv/2005/apple-think-different Detailed information at Duncans TV] * [http://www.electric-escape.net/node/565 New York Times article and interview with TBWA creatives] * [http://www.variety.com/article/VR1117503007.html?c=14 Variety article] * [http://www.sleepingcat.com/other/thinkdifferent Pictures] * [http://farrukh.wordpress.com/2007/05/25/apple-macintoshs-legendary-think-different-campaign-by-tbwachiatday-copywriting-at-its-best/ Farrukh Naeem, UAE advertising copywriter and ad blogger posts useful links on Apple's 'Think Different' campaign] * [http://youtube.com/watch?v=gE857DJWX2w Fan-made version with typography on YouTube] * [http://lowendmac.com/orchard/07/0409.html 10 Years of 'Think Different': The Ad Campaign that Restored Apple's Reputation] [[Category:Advertising slogans]] [[Category:Apple Inc. advertising]][[Category:Television commercials]][[Category:Advertising campaigns]] [[de:Think Different]] [[it:Think Different]] [[zh:Think Different]]