“Think different” was the slogan used by Apple in advertising 1997–2002, and is still used in some circumstances as of 2021. The “Think different” concept was created by advertising agency TBWA\Chiat\Day while working with Apple and Steve Jobs. “Think different” was used in its original concept in a TV commercial and in print/digital advertisements, and the “Think different” slogan was used as part of many TV commercials, print/digital ads, and on product packaging.
This advertising campaign was notable in that its original concept did not feature any Apple products. The original version began with a “manifesto” that began famously with “Here’s to the crazy ones.”
Here’s to the crazy ones.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them,
glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
While some may see them as the crazy ones,
we see genius.
Because the people who are crazy enough to think
they can change the world, are the ones who do.
During the commercial, voiced by Richard Dreyfuss, black-and-white footage of iconic personalities (Apple referred to them later as “Apple Geniuses”) served as visuals to accompany the voiceover of the manifesto. Personalities included Albert Einstein, Bob Dylan, Martin Luther King Jr., Thomas Edison, Muhammad Ali, Ted Turner, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Pablo Picasso, and others.
The print and digital ads also did not feature Apple devices, just the Apple logo and the words “Think different.” One of the creative team who worked on the campaign described the print concept: “The rainbow-colored logo served as stark contrast to the black and white photography, and, to me, it seemed to make the ‘Think Different’ statement all the more bold.”
In 2000 this Think different poster set was provided to school leaders. The posters were 11 x 17 inches and arrived in a white box printed with the “Here’s to the crazy ones” manifesto. Each box contained three packs of posters sealed in plastic of 10 posters each.
I have two of these education sets. The one pictured was shipped directly to a high school principal. One set has been removed from its shrink wrap, and two sets are still unopened. I have a second compete set still in shrink wrap and has no shipping label.
The set also includes three 8.5 x 11 sheets inside. One is a letter from Apple, and the other two sheets include a “key” naming each Think different portrait with an adjective and mini-biography of each person’s life. The set contains the following “Apple Geniuses:”
Albert Einstein: “Questioner”
Cesar Chavez: “Laborer”
Jane Goodall: “Observer”
Pablo Picasso: “Creator”
Amelia Earhart: “Aviator”
Miles Davis: “Improviser”
Jim Henson: “Muppeteer”
John Lennon & Yoko Ono: “Dreamers”
Dr. James Watson: “Code cracker”
Mahatma Gandhi: “Leader”