Forbes: The Real Story Behind Apple's Think Different Campaign

Forbes: The Real Story Behind Apple's Think Different Campaign

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Rob Siltanen, former creative director and managing partner at TBWA/Chiat/Day, recounts the real story behind Apple's Think Different campaign.

Siltanen says he was prompted to write the account after Walter Isaacson's recent Steve Jobs biography "incorrectly suggests Jobs created and wrote much of the 'To the crazy ones' launch commercial."

Steve was highly involved with the advertising and every facet of Apple's business. But he was far from the mastermind behind the renowned launch spot. In fact, he was blatantly harsh on the commercial that would eventually play a pivotal role in helping Apple achieve one of the greatest corporate turnarounds in business history. As you'll learn later in my account, the soul of the original "The crazy ones" script I presented to Jobs, as well as the original beginning and ending of the celebrated script, all ultimately stayed in place, even though Jobs initially called the script "shit." I've also read a few less than correct accounts on how the "Think Different" campaign was originally conceived. While several people played prominent parts in making it happen, the famous "Think Different" line and the brilliant concept of putting the line together with black and white photographs of time-honored visionaries was invented by an exceptionally creative person, and dear friend, by the name of Craig Tanimoto, a TBWA/Chiat/Day art director at the time.

Hit the link below to read Siltanen's full seven page account of what happened.

Read More [via Sara]

Note: Brightwurks has designed a poster depicted the now famous words of the "Here's to the Crazy Ones" Apple commercial.

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Zing - December 15, 2011 at 9:11am
That campaign is so rife with contradiction. Apple has created amazing products while turning human beings into zombies. It started with the white headphones and who knows where it will end. Apple consumers are hardly rebels and their employees are emasculated by protocol and swollen egos.
Russell - December 15, 2011 at 6:36am
Finally someone other than Steve Jobs taking credit for a successful project at Apple.
gringo - December 15, 2011 at 12:48am
How's this news? SJ did this throughout his career, always claiming everything he introduced was new and revolutionary. This wasn't his first, and it wasn't his last.