The
Power
of
Creativity:
How
'Think
Different'
Revolutionized
Apple's
Ad
Campaign In
1997,
Apple
Computer
Incorporated
was
on
the
brink
of
bankruptcy.
The
company
had
been
overtaken
by
competitors
such
as {领略更多 十二星座查询资讯请关注 :127星座生肖网,wWw.127yS.Com］
Microsoft,
and
its
products
were
not
selling
well.
Steve
Jobs
had
recently
returned
to
Apple
as
CEO,
and
he
knew
that
the
company
needed
to
reinvent
itself. Jobs
believed
that
the
key
to
Apple's
success
would
be
its
ability
to
innovate.
He
tasked
the
company's
advertising
agency,
TBWA/Chiat/Day,
with
coming
up
with
a
campaign
that
would
capture
Apple's
spirit
of
innovation
and
redefine
the
company's
image. The
result
was
the
'Think
Different'
campaign,
which
launched
in
September
1997
with
a
stunning
90-second
television
commercial.
The
ad
featured
black-and-white
footage
of
some
of
the
20th
century's
most
innovative
and
inspirational
figures
-
from
Albert
Einstein
to
Martin
Luther
King
Jr.
-
and
ended
with
the
tagline,
'Think
Different.'
The
ad
did
not
even
show
a
single
Apple
product. The
campaign
was
a
dramatic
departure
from
Apple's
previous
ad
campaigns,
which
focused
on
the
technical
features
and
capabilities
of
its
products.
'Think
Different'
was
about
ideas,
imagination
and
creativity.
It
was
about
the
power
of
Apple's
brand
to
inspire
people
to
achieve
great
things. The
campaign
was
an
instant
success.
It
captured
the
imagination
of
the
public
and
created
a
buzz
around
Apple
that
had
been
missing
for
years.
The
'Think
Different'
ad
won
a
Primetime
Emmy
Award,
and
the
campaign
went
on
to
win
numerous
other
awards. But
the
impact
of
the
'Think
Different'
campaign
went
beyond
just
a
successful
ad
campaign.
It
helped
to
redefine
Apple
as
a
brand
and
as
a
company.
It
transformed
the
way
that
people
thought
about
Apple
and
the
products
that
it
created.
It
captured
the
essence
of
what
made
Apple
unique
-
its
creativity,
its
innovation
and
its
ability
to
inspire. Today,
the
legacy
of
the
'Think
Different'
campaign
lives
on.
It
remains
one
of
the
most
iconic
and
influential
ad
campaigns
of
all
time,
and
it
continues
to
inspire
creative
thinkers
and
innovators
around
the
world.