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Steve Jobs once called the “Think Different” campaign “crap”

Posted: , by Charlene S.

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Steve Jobs once called the “Think Different” campaign “crap”
When Steve Jobs got his first look at the “Think Different” campaign, he was not pleased. He even went as far as calling it “crap” before he eventually changed his mind.

Rob Siltanen was creative director and managing partner at advertising firm TBWA/Chiat/Day. Steve Jobs had selected TBWA/Chiat/Day to create a new campaign and pitch it in order to win the contract. Siltanen was confident that the “Think Different” slogan paired with black-and-white images of famous visionaries was the perfect way to capture the company’s intentions and take it in a new direction.

Jobs felt that he was often accused of being egotistical and that if he released a commercial associating his brand with a slew of geniuses he would be “skewered by the press.” Siltanen, who was present for the discussion, said, "Steve then paused and looked around the room and said out loud, yet almost as if to his own self, 'What am I doing? Screw it. It’s the right thing. It’s great. Let’s talk tomorrow.'"

After the successful pitch, Siltanen suggested the ad be arranged similar to the speech Robin Williams made in Dead Poets Society. Jobs liked the idea and Siltanen and his crew went to work. When they presented the rough draft of “To the crazy once,” Jobs responded,
It sucks! I hate it! It’s advertising agency shit! I thought you were going to write something like "Dead Poets Society!" This is crap!
As we know, Jobs eventually had a change of heart and “To the crazy ones” became an iconic and integral part of Apple’s incredible turn around.

source: Apple Insider

  • Options

posted on 15 Dec 2011, 13:31 4

1. tacohunter (Posts: 408; Member since: 06 Nov 2011)

It's the best campaign ever. Symbolizes perfectly what apple is.

posted on 15 Dec 2011, 15:05 4

5. superguy (Posts: 298; Member since: 15 Jul 2011)

It's crap?

posted on 15 Dec 2011, 17:33

8. DetroitTech (Posts: 66; Member since: 02 Nov 2011)

See I wish he would have said that when he was alive. People who can criticize themselves and admit their mistakes(even if there isn't one) are humble and earn my respect.

posted on 15 Dec 2011, 13:36 7

2. jamrockjones (Posts: 345; Member since: 26 Oct 2011)

Steve Jobs is bipolar!

posted on 15 Dec 2011, 13:37 4

3. tacohunter (Posts: 408; Member since: 06 Nov 2011)

He obviously feared other people's reactions. Can't blame a person on that.

posted on 15 Dec 2011, 17:10 1

7. JeffdaBeat (unregistered)

The commercial itself was extremely risky at the time. True, Apple did it's "1984" commercial that took the same risk, but the "Think Different" commercial came at a time when Apple was at it's lowest. Would you spill millions into a commercial like this that doesn't mention a product or service? Hell, you don't even know it's Apple until the very end. What if someone was just flipping channels...they wouldn't know who the commercial was for.

But ultimately, something changed Jobs' mind because the commercial was approved. We forget that hindsight is 20/20, but things are a bit foggier in the moment.

posted on 15 Dec 2011, 13:56 2

4. tacohunter (Posts: 408; Member since: 06 Nov 2011)

Off-topic moment:

Google uploaded a great vid on youtube:


2011: Year In Review (great music also)

posted on 15 Dec 2011, 23:40

9. Lucas777 (Posts: 2137; Member since: 06 Jan 2011)

cool dude thanks for infusing google into a completely non google article

posted on 15 Dec 2011, 15:36 1

6. Dmann (Posts: 165; Member since: 17 Oct 2011)

He thought it was crap. Later, he thought different.

posted on 16 Dec 2011, 01:04

10. CuttingEdge11 (Posts: 7; Member since: 23 Nov 2011)

Anyone who has read his biography would know that he said that about pretty much everything before changing his mind and saying it was the greatest thing ever... This is just kind of a pointless article.

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