Narrated version below:
"Here’s to the crazy ones, the misfits, the rebels, the troublemakers, 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, but about the only thing you can’t do is ignore them — because they change things — they push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do."
Once in a while, someone comes along and makes a big difference in your life; whether its small scale or large; close or distant; obvious or imperceptible. Every now and then, we realise the importance of individuals and the affect they've had on our lives. "Think Different" inspires me to try and be that person; the person that makes a difference in someone else's life — large scale or small.
The "Think Different" campaign was an advertisement created by Apple in 1997. The campaign consisted of a television advert and posters, acknowledging some of the most innovative and inspiring artists, engineers and public figures in recent history. It was a celebration of aspiration, diversity and individuality. It made 'being different' efficacious. It was motivational, and selfless. The campaign wasn't talking about Apple or it's products. It wasn't there to sell. It was there to inspire, and to remind people of the fundamental principles that Apple bases itself upon; innovation, ambition and creativity.
The "Think Different" campaign was created between an advertising agency (TBWA/Chiat/Day) and Steve Jobs, who worked closely together throughout its production. The agency initially pushed for Steve to narrate the advert, and although reluctant, he recorded a VoiceOver as heard in the version above. However, Steve was keen that the advert didn't become about him, and so he organised a second narration to be recorded by actor Richard Dreyfuss. On the day of release, Steve insisted that the version without him was used in order to draw attention to the meaning of the advert rather than to himself. Steve Jobs is often branded as selfish and arrogant in his field, but this is one of many moments that, I believe, prove that this really wasn't
the case. I believe he cared a lot about, not just Apple, but change. It just happened to be that Apple was, and still is, at the forefront of change.
There aren't many people out there that push the boundaries in the ways Steve did, and so I believe the importance of spreading the "Think Different" message rings just as true today as it did in 1997. Innovation comes from us, and innovation comes from thinking different.
Rating
Impact - 10 / 10
The "Think Different" campaign still lives on today as one of the greatest advertisement campaigns of all time, let alone when it was released. The advert changed the way people perceived advertising, and the way people perceived Apple. "Think Different" undoubtedly inspired people to take a leap, and inspires me to do the same.
Aesthetic - 9 / 10
I personally love the simplicity of the "Think Different" posters. The black and white avoids unnecessary distraction and allows you to focus on the message of the advert. The lack of text also focuses your mind on the people in the images rather than reading information. I think the posters are absolutely stunning, as must others, as some originals of these still sell for over $500 each. The only thing that I would change regarding the posters is the position of the logo. Individually, it's unnoticeable, but when placed together, the differing logo placement from poster to poster feels off to me.
Message - 10 / 10
The message of "Think Different" is one of ambition, innovation and self-belief. The message is the whole purpose of the advert, and is what makes it, in my opinion, one of the greatest advertisements of all time.
Originality - 9 / 10
It was unusual for a company to produce an advert that didn't directly advertise themselves or their products; especially one of such a high budget. In this sense, "Think Different" was a very clever and original concept, and drew lots of attention to the company, without drawing from the importance of the message.
Clarity - 10 / 10
The message could not have been any clearer. Even without informative text, the posters from the "Think Different" campaign clearly get across the message that individuals can have a huge impact on the world, and there's no reason why that individual can't be you!
TOTAL - 9.6 / 10