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

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,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



1. tacohunter

Posts: 408; Member since: Nov 06, 2011

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

5. superguy

Posts: 478; Member since: Jul 15, 2011

It's crap?

8. DetroitTech

Posts: 66; Member since: Nov 02, 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.

2. jamrockjones

Posts: 345; Member since: Oct 26, 2011

Steve Jobs is bipolar!

3. tacohunter

Posts: 408; Member since: Nov 06, 2011

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

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.

4. tacohunter

Posts: 408; Member since: Nov 06, 2011

Off-topic moment: Google uploaded a great vid on youtube: 2011: Year In Review (great music also)

9. Lucas777

Posts: 2137; Member since: Jan 06, 2011

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

6. Dmann

Posts: 165; Member since: Oct 17, 2011

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

10. CuttingEdge11

Posts: 7; Member since: Nov 23, 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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