Think Different

Here’s to the Crazy Ones.

In 1984, Apple’s famous “1984” Super Bowl advertisement had been created by advertising agency Chiat\Day. In 1986, CEO John Sculley replaced Chiat\Day with BBDO. In 1997, under CEO Gil Amelio, BBDO pitched to an internal marketing meeting at the then struggling Apple, a new brand campaign with the slogan “We’re back.” Reportedly everyone in the meeting expressed approval with the exception of the recently returned Jobs who said “the slogan was stupid because Apple wasn’t [yet] back.”  

Jobs then invited three advertising agencies to present new ideas that reflected the philosophy he thought had to be reinforced within the company he had co-founded. Chiat\Day was one of them.  

The script was written by Rob Siltanen with participation of Lee Clow and many others on his creative team. The slogan “Think Different” was created by Craig Tanimoto, an art director at Chiat\Day, who also contributed to the initial concept work. The look and feel of the print, outdoor and the photography used was researched, curated, and visually developed by art & design director Jessica (Schulman) Edelstein who, together with Lee Clow, met weekly with Steve Jobs and the team at Apple to hone the campaign in its many forms. Susan Alinsangan and Margaret (Midgett) Keene were also instrumental in developing the campaign further as it progressed and spread throughout the world. Great contributions were made by professionals in all agency departments from account services, to art buying, to production, to contract negotiators and media buyers who secured key placements. The commercial’s music was composed by Chip Jenkins for Elias Arts. T…

Read more on Wikipedia