‘Here’s to the crazy ones, the misfits, the rebels, the troublemakers.’ One of the finest pieces of advertising copy ever written. Lowend Mac have a great article all about the history of the legendary Think Different campaign that was in part responsible for the recent resurgence in Apple’s fortunes.
The story goes that after the wilderness years of the early 90s, Steve Jobs returned to the company and brought along his ambition and verve. According to Jon Steel Jobs also had in mind the idea for the Think Different campaign. Jobs reappointed Chiat/Day to the account, the agency that had created the great 1984 Macintosh ad.