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In 1997, Apple Computer was losing market share and was being heavily chastised in the press. Because Apple has a "different" operating system than traditional PC's, the company has always had its critics. But for the first time the brand was beginning to lose many of its zealots to the PC market. So in order to restore the faith of past loyalists, Rob Siltanen wrote the now famous "Here's to the crazy ones" television and print advertising that launched Apple's "Think different" campaign. By bringing to light the fact that history's great thinkers were often called "crazy" for challenging the status quo, Apple was suddenly seen in a powerful new way. The "Crazy ones" commercial would go on to win the Emmy Award for the Best Commercial of the year and the "Think different" campaign won the Grand Effie Award for the most effective campaign in America. Today Apple is thriving and Steve Jobs credits the original campaign as a major reason why Apple achieved one of the greatest corporate turnarounds in history.
(To play commercial, click on image) |
