For me as an advertising copywriter in Abu Dhabi, UAE, it’s good to benchmark with ads that have made a global impact. What is the stuff that memorable ads are made of?
One campaign that remains etched in my memory and gives me the I-wish-I’d-done-that feeling is Apple Macintosh’s ‘Think Different‘.
The personalities that the campaign featured were the ‘crazy ones’, who zigged when others zagged. The campaign theme ‘Think Different’ itself is a rule-breaker, as my fellow copywriters will notice. Here’s what the script of Apple’s legendary ad spot said…
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
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.About the only thing you can’t do is ignore them.
Because they change things.They push the human race forward.And while some see them as the crazy ones,
we see genius.Because the people who are crazy enough to think
that they can change the world… are the ones who do.
The ‘Think Different’ campaign featured many people whose lives and thoughts I find inspiring – Mahatma Gandhi, Albert Einstein, John Lennon, Bob Dylan, Mohammed Ali and Richard Branson whose autobiography I am reading these days.
Some of the people from TBWAChiatDay who made this award-winning ad campaign happen – Lee Clow, Chief Creative Officer, Jennifer Golub, Executive Producer, Jessica Schulman, Art Director - share their experience in ‘The Making of Think Different’ on YouTube.
Which one is your favourite legendary ad? An ad made you wish you were in advertising when you were a kid? Let me know and maybe we could share it here on this blog…
Useful Links:
1. Electric Escape reproduces an article by Stuart Elliott of the New York Times with an interview of TBWA Chiat/Day’s Lee Clow, Jessica Schulman, Jennifer Golub and Dan Bootzin
2. Detailed info by canadian-helper-ga on Google Answers about the background, credits and awards won by the ‘Think Different’ campaign
3. Wikipedia entry for the ‘Think Different’ campaign (yeah, it’s that legendary!)
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