Think Different

"Think different." was an advertising slogan for Apple, Inc. (then Apple Computer, Inc.) in 1997 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". It was used in a television commercial, several print advertisements, and a number of TV promos for Apple products. Apple's use of the slogan was discontinued with the start of the iMac G4 in 2002.

Significantly shortened versions of the text were used in two television commercials, known as "Crazy Ones", directed by Chiat\Day's Jennifer Golub who also shared the art director credit with Jessica Schulman Edelstein and Yvonne Smith. According to Jobs’s biography, two versions were created before it first aired: one with Richard Dreyfuss voiceover, and one with Steve Jobs voiceover. In the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple, not about himself. It was edited at Venice Beach Editorial, by Dan Bootzin, Chiat\Day's in-house editor, and post-produced by Hunter Conner.

The text of the various versions of this commercial were written by creative director Rob Siltanen and copywriter Ken Segall along with input from many on the team at the agency and at Apple. Music was composed by Chip Jenkins for Elias Arts.

The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mohandas Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "Sweet Lullaby" music video, directed by Tarsem Singh; the young girl is Shaan Sahota, Singh's niece.

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