the power of Think Different

In 1997 TBWA\Chiat\Day, a Los Angeles based ad agency, developed the slogan 'Think Different' for Apple Computers.

The positioning was to form the basis the legendary 'Crazy Ones' TV commercial, initially played during the 1997 Superbowl.

The ad paid homage to those in society who were a little bit wacky, a little bit crazy, who believed they could change the world. Einstein, Martin Luther King and Ghandi all fell in to this category.

Not everyone in America at the time felt that being different was acceptable in society - and the email opposite (click to enlarge) is testimony to that. It's from a guy who saw the ad, to the guy who made it.

Just shows the effect advertising can have when done brilliantly.

Never see the ad? Check it out.