Think Different

Think different ( " Think Different ") was the slogan of an advertising campaign by Apple in 1997, which was created by Peter Economides at the branch office of advertising agency TBWA in Los Angeles. The campaign included a commercial become known, various publications in the print media and television advertising. The campaign ran until 2002.

Think different

The central text of the campaign was:

Background

The competitor IBM applied its personal computer with the slogan " Think! ", Which was originally coined by former IBM CEO Thomas J. Watson in 1910 while working at the National Cash Register Company (NCR).

The statement " Think different " is considered by many, even native speakers, as grammatically incorrect. However, this refers here " " Think different " in a similar way as " think victory " or" think- profit ". Translated into the German, it means" Think the Other " and not, as suggested, " think different ".

Emergence of the advertising campaign

TBWA had already known for Apple commercial " 1984 " created, was introduced with which the Macintosh. After the interim disposal of Steve Jobs in 1985 up to his return in December 1996 TBWA had received no orders from Apple.

On August 3, 1997 TBWA presented the draft of the Think Different campaign jobs, in what was initially an employee of DreamWorks should be shown as they work on their Macs. Jobs suggested to use instead of the employee black -and-white portraits of famous people. Jobs took care of it personally that people such as Joan Baez, an ex - girlfriend of jobs, or Yoko Ono, a former neighbor of jobs, consented to the use of their portraits in this campaign and that Richard Dreyfuss spoke the text. Jobs also suggested that the advertised product should not appear in the entire campaign.

As part of the campaign, television commercials, billboards and publications produced in print media, which showed the following persons include: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, Miles Davis, John Lennon, Richard Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson ( with Kermit ), Jerry Seinfeld ( an abridged version of the finale of Seinfeld ), Frank Lloyd Wright and Pablo Picasso.

Subsequent use

The slogan " Think different " was also used after the completion of the advertising campaign by Apple again and again.

Tributes to " apple.com "

Apple honored personalities who were not originally part of the campaign, on the internet on their home in the style of "Think Different ". Specifically, these were:

• Jimmy Carter, in 2002 when he got the Nobel Peace Prize,
• The civil rights activist Rosa Parks, as these died in 2005,
• Al Gore when he was awarded the 2007 Nobel Peace Prize,
• Steve Jobs when he died in 2011.
• Nelson Mandela when he died in December 2013.

Others

• The English version of the text of the campaign can be seen in the high resolution application icon TextEdit on Mac OS X Snow Leopard. The only difference is that here the text has been formulated as a letter from a John Appleseed on an unspecified Kate.
• 2009 Apple printed the slogan on the packaging of the new 21.5 " and 27" iMacs and extended the copyright on the word mark " Think different ". Previously, Apple had printed at this place among the list of technical data, the URL of your website.
• Later on the Internet surfaced again and again pictures on the reverse Advertising with black humor, about pictures of Adolf Hitler with an Apple logo and the slogan " Think different. "