The original long version appeared on posters made by Apple. In order of appearance: Computers were these things you saw in movies [that] occupied giant rooms. The round pegs in square holes. The ones who see things differently.
An ordinary campaign for a more obscure client or even Apple under Amelio would have taken much longer just to get rights to the images. Tanimoto is also credited with opting for "Think Different" rather than the grammatically correct "Think Differently," which was considered but rejected by Lee Clow.
They featured the portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner. It used many of the people above, but closed with Jerry Seinfeld, instead of the young girl. Although difficulties in obtaining the rights to use and publish the photographs of the subjects of the campaign nearly caused Apple to miss its target, the second spot aired as planned.
When he arrived back at the company, Apple was running more than 25 different advertising campaigns. The sets were as follows: With these images and themes, Apple hoped to appeal to its core markets, people who as artists, illustrators, designers, and students valued their own creativity and who viewed themselves as being somewhat outside the mainstream.
Jobs set out to address the problems. The commercial ends with an image of a young girl opening her closed eyes, as if making a wish. The print campaign was much more elaborate than the television commercial.
September 5, Author: Over the years there have been dozens of different personalities on the posters. In the end it has become difficult to say which images are original, and which are fake.
In August Jobs, who had cofounded Apple Computer in his garage 20 years earlier, returned to the company to become its interim chief executive officer.
A shorter version was also produced.
In order of appearance they were: Try to have a nice family life, have fun, save a little money. When we shipped the Apple II, you had to think different about computers.
Its share of the computer market had plummeted from a peak of 14 percent in to below 3 percent four years later.
To reinforce the message of the television commercials, Apple conducted a brief second phase of the campaign and ran print ads in major newspapers, including the New York Times and the Wall Street Journal, that consisted of the text of the manifesto and some of the images from the television campaign.
Because the people who are crazy enough to think they can change the world are the ones who do. The long-term campaign won an Effie award for marketing effectiveness.
Jobs was enamored with the concept, though now using anonymous figures. The first rule of the campaign was that there would be no products in the ads.
By aligning itself with the likes of Muhammad Ali, Bob Dylan, and Albert Einstein, Apple clearly strove to deliver a message about itself and its products.
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$ $ 13 99 $ "Think different." was an advertising slogan for Apple, Inc. (then Apple Computer, Inc.) in created by the Los Angeles office of advertising agency TBWA Chiat/Day. The slogan has been widely taken as a response to IBM's slogan " Think ".
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