Think different

Think Different is an advertising slogan used by Apple Inc., an American multinational technology company. It was used in a television commercial, print ads, and several TV promos for Apple products. The slogan was created in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day.

History

The "Think Different" campaign was launched by Apple in 1997, a period when the company was facing significant financial challenges. The campaign was intended to re-establish Apple's reputation as an innovative company with a unique approach to technology. The slogan was used in a television commercial, print ads, and several TV promos for Apple products.

Concept

The "Think Different" slogan was intended to evoke the spirit of innovation and creativity that Apple wanted to associate with its brand. The campaign featured black-and-white images of iconic figures from various fields, including Albert Einstein, Bob Dylan, Martin Luther King Jr., and John Lennon, among others. The individuals chosen for the campaign were known for their unique and innovative contributions to their respective fields, reflecting Apple's desire to position itself as a company that thinks differently.

Impact

The "Think Different" campaign is considered one of the most successful advertising campaigns of all time. It helped to re-establish Apple's brand image and played a significant role in the company's financial turnaround. The campaign has been praised for its creativity and its ability to effectively communicate Apple's brand values.

Legacy

The "Think Different" slogan is still associated with Apple and is often used to describe the company's approach to innovation and design. The campaign has also influenced other advertising campaigns and has been referenced in various forms of media.

See also

• Apple Inc.
• TBWA\Chiat\Day
• Advertising campaign

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