glyph 18: explorers, exploration, innovation, creativity, "crazy" individuals ... thought, imagination, genius, persistence ... Apple Computer, television ad by a U.S. corporation ... business & philosophy


"Here's to the Crazy Ones" — Apple Computer

a television ad first seen in 1997

A remarkable television ad that makes a philosophical and aesthetic statement. It catches something fundamental to the Explorers Foundation, perhaps a sense of life, as explained by Ayn Rand.

Steve Jobs introduces the Think Different campaign •••
Watch the ad now •••

Here's to the crazy ones. The misfits. The rebels. The trouble-makers. 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 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 they can change the world, are the ones who do. —Apple

Where the "Think Different" idea originated.

Ken Segall a key person in the campaign, writes of the realization of the antiquity of the spark that was driving Apple:

With the concept in focus, it was now just a matter of developing the campaign that could best deliver it. We went down many roads — with and without a human presence, with and without mice (yes, mice). The breakthrough came when we stepped back and realized that the spark driving Apple existed long before Apple. In fact, it existed long before electricity. The ability to think creatively is one of the great catalysts of civilization. So the logic seemed natural: why not show what kind of company Apple is by celebrating the people Apple admires? Let's acknowledge the most remarkable people — past and present — who "change things" and "push the human race forward."

The above is from an interview with Ken Segall, "The man who named the iMac and wrote Think Different."

Context for the ad - Steve Jobs introduces it to Apple employees.
entered before July 9, 2006; edited/updated September 10, 2022

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