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Think Different | ||
Think Different was an advertising slogan created by the It has been noted that the slogan is grammatically incorrect, and should be "Think Differently" instead, though this was done deliberately to make their point [citation needed]. The slogan can also be read as telling you what to think (for example, "Think Big") rather than how to think — removing the grammatical error. "Think Different" also responds to long-time IBM slogan, "Think." Critics have charged that Apple has tried to associate its brand with historic figures who may not have approved of Apple's products. Supporters of Apple argued that they were paying tribute to the figures in question. Also, some of these people, such as Albert Einstein, were not even alive during Apple's existence, which helps support this argument. Even today, Think Different remains an intrinsic part of Apple's identity, alongside flagship products like the iPod and iMac. The use of the phrase, "Think Different", however, has ceased. Television commercialsSignificantly shortened versions of the text were used in two television commercials titled "Crazy Ones" directed by TBWA's Jennifer Golub 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 Picasso. The commercial ends with a young girl 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 advertisementsPrint advertisements from the campaign were published in many mainstream magazines such as Newsweek and 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 which were more focused on brand image than specific products. 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 PreparationThe campaign was made almost entirely in-house by the team at TBWA Chiat/Day, 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, Ken Younglieb, Bob Kuperman, Yvonne Smith, 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. Copyright 2008 - France BtoB from Wikipédia
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