“Apple’s remarkable rise, coupled with Steve Jobs’ recent death, has prompted quite a few people to reflect on the historical impact of the “Think Different” ad campaign and the “To the crazy ones” commercial that launched it,” Rob Siltanen writes for Forbes. “There have been a lot of different accounts of how the work was created, who conceived it, and how it was presented to Jobs, so I thought now was a good time to share my own perspective and give you an inside look.”
“I was the creative director and managing partner at TBWA/Chiat/Day working on the Apple pitch alongside CEO and Chief Creative Officer Lee Clow,” Siltanen writes. “Together, Lee and I headed up and actively participated in all of the work done for the pitch. I was also in every agency meeting with Jobs throughout the process — pre-pitch, pitch and post-pitch.”
Siltanen writes, “While I’ve seen a few inaccurate articles and comments floating around the Internet about how the legendary ‘Think Different’ campaign was conceived, what prompted me to share this inside account was Walter Isaacson’s recent, best-selling biography on Steve Jobs. In his book, Isaacson incorrectly suggests Jobs created and wrote much of the “To the crazy ones” launch commercial. To me, this is a case of revisionist history.”
Read more in the full article here.
MacDailyNews Note:
[Thanks to MacDailyNews Readers “Lynn Weiler” and “Brian Hee” for the heads up.]