Opinion: Mac advertising masterpieces and missteps

A dozen dazzling and dopey Mac ads from the past 25 years

"Think Different"

Year: 1997

The Think Different campaign (carried out in print as well as on TV) launched a thousand arguments about grammar, but it also succeeded in evoking an emotional response from viewers. The poem read in voice-over (written by an unknown Chiat/Day copywriter) may sound insipid without the accompanying video:

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.

...

While some see them as the crazy ones, we see genius.

Because the people who are crazy enough to think they can change the world, are the ones who do.

But how could anyone with a heart not feel a thrill at the clips of a grinning Albert Einstein, a shadowboxing Muhammad Ali, or a shyly smiling Amelia Earhart? The video gives you just enough time to recognize each one, and it ends on a child's face, leaving you to imagine what she might accomplish given access to a Mac.

Go ahead, watch it again, and see if you don't get just a little verklempt when Jim Henson and Kermit come on the screen. This campaign defined the Apple we know today.

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