In 1997, Apple, Inc. supported its “Think Different” market…

In 1997, Apple, Inc. supported its “Think Different” marketing campaign with a 1-minute commercial featuring black-and-white footage of 17 iconic 20th-century personalities. The commercial was conceptualized by the Los Angeles-based advertising agency TBWA/Chiat/Day. a copy of this commercial, also known as the “Crazy Ones” commercial, on the Internet and watch it. d to discuss them in class. your summary consistent with APA guidelines. I Purchase the answer to view it

Title: An Analysis of Apple’s “Think Different” Marketing Campaign


In 1997, Apple, Inc. launched its renowned “Think Different” advertising campaign, aiming to redefine the company’s brand image and reconnect with its core ideals of innovation and creativity. Central to this campaign was a 1-minute commercial, commonly referred to as the “Crazy Ones” commercial, which featured black-and-white footage of 17 iconic 20th-century personalities. Developed by the Los Angeles-based advertising agency TBWA/Chiat/Day, this commercial became an instant hit and is widely regarded as one of the most impactful advertisements of all time. This analysis will provide a comprehensive examination of Apple’s “Think Different” marketing campaign, focusing on the conceptualization of the commercial and its effectiveness in achieving the campaign’s objectives.

Conceptualization of the “Think Different” Commercial

The creative concept behind the “Think Different” commercial was to highlight the paradigm-shifting achievements of individuals who disrupted conventional thinking and made significant contributions to society. The commercial features influential figures such as Albert Einstein, Mahatma Gandhi, Martin Luther King Jr., and John Lennon, among others. By associating these influential personalities with the Apple brand, the ad sought to position Apple as a brand that supported visionaries and nurtured creative thinking.

The ad’s content primarily consists of archival footage, with each personality appearing for a brief moment accompanied by a voiceover. The voiceover, eloquently narrated by Richard Dreyfuss, describes the extraordinary qualities of the “crazy ones” and concludes with the tagline, “Think Different.” By showcasing these renowned figures and citing their unique qualities, the commercial aims to inspire viewers and evoke a sense of admiration for those who dared to challenge the status quo.

Effectiveness of the “Think Different” Campaign

Apple’s “Think Different” campaign was highly successful in achieving its primary objectives. Firstly, it effectively repositioned the Apple brand as a symbol of innovation and creativity, distinct from its competitors. Prior to this campaign, Apple had been struggling to find its footing in the highly competitive computer market, and its overall brand image had become somewhat lackluster. However, the “Think Different” campaign presented Apple as a company that celebrated visionary thinkers and harnessed their creativity to deliver cutting-edge technology, resonating with consumers who sought to differentiate themselves from the mainstream.

Secondly, the commercial reinforced Apple’s core values and brand personality. By associating itself with influential figures who had made significant impacts in their respective fields, Apple aligned its brand identity with the ethos of visionaries and pioneers. This association enhanced Apple’s appeal to individuals who embraced uniqueness and individuality, as the company positioned itself as a facilitator of creativity and innovation.

Furthermore, the commercial successfully generated emotional engagement among viewers. By showcasing these iconic personalities, the ad encapsulated the essence of human progress and the power of unconventional thinking. This emotional connection allowed viewers to form a deeper bond with the Apple brand and fostered a sense of loyalty and admiration. The combination of compelling visual imagery, impactful narration, and a strong emotional appeal made the “Think Different” commercial a highly memorable and thought-provoking advertisement.


Apple’s “Think Different” marketing campaign, particularly the “Crazy Ones” commercial, was a defining moment in the company’s history. By associating themselves with iconic figures who embodied the spirit of creativity and innovation, Apple successfully repositioned itself as a brand that celebrated unconventional thinking. The commercial effectively communicated Apple’s core values and strengthened its brand image, ultimately contributing to its resurgence in the market. Through the “Think Different” campaign, Apple not only inspired consumers to embrace their individuality but also established itself as a brand synonymous with innovation and groundbreaking technology.