Apple Macintosh’s legendary ‘Think Different’ campaign by TBWA Chiat/Day: A dream ad for any creative copywriter


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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Leave a comment


  1. Hi! I was surfing and found your blog post… nice! I love your blog. 🙂 Cheers! Sandra. R.

  2. Mamta

     /  June 17, 2007

    The most simple ideas are the ones that make me go…damn! why didn’t I think of that! The “play land” print ads from canada are ammmazing..
    I also love ads that come out of India….some great examples are the fevicol ads, the ariel white billboard with clothes pins on top is amazing as well.
    I am a young creative trying to make my mark in the advertising industry in the UAE… but I think the biggest problem in Dubai is that clients prefer great execution over great ideas. (I think there should be a post about that)

  3. hey farrukh.. yeah not too well :s

  4. Heyyy Lirun,

    Welcome back, buddy. How are your world peace efforts going, man?


  5. love it

  6. Cool, Usama. Thanks for the link your favourite ad.


  7. Usama Zafar - Copywriting & Marketing Pro

     /  June 6, 2007

  8. Welcome Usama, copywriting and marketing pro,

    Thanks for sharing your favourite ad campaign. Would you have a link or the text of that campaign?


  9. Usama Zafar - Copywriting & Marketing Pro

     /  May 30, 2007

    My favourite has to be AT & T ‘s ‘You will’ campaign. It was fresh stuff in those days.

  10. Welcome Ayasha. Glad to see a planner on board 🙂

    And thanks so much for the Ali link – I think ‘Impossible is Nothing’ will soon slip into common usage, if it hasn’t already. Like all memorable slogans do.

    Thank you for your kind words – appreciate it!


  11. I share the feeling about the “Think different” campaign. I have a print out of the mantra framed on my desk.

    Again from Chiat, I love the Mohammed Ali Adidas ‘Impossible is Nothing’ spot.

    GREAT blog. Thank you for the inspirational & optimistic spirit.


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