"Think different" is an

advertising slogan Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand. Etym ...

used from 1997 to 2002 by Apple Computer, Inc., now named Apple Inc. The campaign was created by the

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world ...

office of

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...

TBWA\Chiat\Day. The slogan has been widely taken as a response to the IBM slogan " Think". It was used in a television advertisement, several print advertisements, and several TV promos for Apple products. As of 2020, "Think different" was still printed on the back of the box of the iMac, and possibly elsewhere.

Development

In 1984, Apple's "1984" Super Bowl advertisement was created by advertising agency Chiat\Day. In 1986, CEO John Sculley replaced Chiat\Day with BBDO. In 1997, under CEO Gil Amelio, BBDO pitched to an internal marketing meeting at the then struggling Apple, a new brand campaign with the slogan "We're back." Reportedly everyone in the meeting expressed approval with the exception of the recently returned Jobs who said "the slogan was stupid because Apple wasn't etback." Jobs then invited three advertising agencies to present new ideas that reflected the philosophy he thought had to be reinforced within the company he had co-founded. Chiat\Day was one of them. The script was written by Rob Siltanen with participation of Lee Clow and many others on his creative team. The slogan "Think different" was created by Craig Tanimoto, an art director at Chiat\Day, who also contributed to the initial concept work. The look and feel of the print, outdoor and the photography used was researched, curated, and visually developed by art & design director Jessica (Schulman) Edelstein who, together with Lee Clow, met weekly with Steve Jobs and the team at Apple to hone the campaign in its many forms. Susan Alinsangan and Margaret (Midgett) Keene were also instrumental in developing the campaign further as it progressed and spread throughout the world. Great contributions were made by professionals in all agency departments from account services, to art buying, to production, to contract negotiators and media buyers who secured key placements. The commercial's music was composed by Chip Jenkins for Elias Arts. The full text of the various versions of this script were co-written by creative director Rob Siltanen and creative director Ken Segall, along with input from many on the team at the agency and at Apple. While Jobs thought the creative concept "brilliant", he originally hated the words of the television commercial, but then changed his mind. According to Rob Siltanen: Craig Tanimoto is also credited with opting for "Think different" rather than "Think differently," which was considered but rejected by Lee Clow. Jobs insisted that he wanted "different" to be used as a

noun A noun () is a word that generally functions as the name of a specific object or set of objects, such as living creatures, places, actions, qualities, states of existence, or ideas.Example nouns for: * Living creatures (including people, alive, ...

, as in "think victory" or "think beauty". He specifically said that "think differently" wouldn't have the same meaning to him. He wanted to make it sound colloquial, like the phrase "think big". Jobs was crucial to the selection of the historical subjects pictured in the campaign, many of whom had never been featured in advertising, or never would have done so with any other company. He enabled the selection and the speed of negotiation with them or their surviving estates. Some of the particular iconic subjects were chosen because of his personal relationships, calling the families of

Jim Henson James Maury Henson (September 24, 1936 – May 16, 1990) was an American puppeteer, animator, cartoonist, actor, inventor, and filmmaker who achieved worldwide notice as the creator of The Muppets and '' Fraggle Rock'' (1983–1987) and ...

and John F. Kennedy and flying to New York City to visit

Yoko Ono Yoko Ono ( ; ja, 小野洋子, Ono Yōko, usually spelled in katakana ; born February 18, 1933) is a Japanese multimedia artist, singer, songwriter, and peace activist. Her work also encompasses performance art and filmmaking. Ono grew up i ...

. For the television narration, he called

Robin Williams Robin McLaurin Williams (July 21, 1951August 11, 2014) was an American actor and comedian. Known for his improvisational skills and the wide variety of characters he created on the spur of the moment and portrayed on film, in dramas and come ...

who was well known to be against appearing in advertising and whose wife refused to forward the call anyway, and

Tom Hanks Thomas Jeffrey Hanks (born July 9, 1956) is an American actor and filmmaker. Known for both his comedic and dramatic roles, he is one of the most popular and recognizable film stars worldwide, and is regarded as an American cultural icon. Ha ...

was then considered, but

Richard Dreyfuss Richard Stephen Dreyfuss (; born Dreyfus; October 29, 1947) is an American actor. He is known for starring in popular films during the 1970s, 1980s, and 1990s, including '' American Graffiti'' (1973), ''Jaws'' (1975), '' Close Encounters of the ...

was an Apple fan. Two versions of the narration in the television ad were created in the development process: one narrated by Jobs and one by Dreyfuss. Lee Clow argued that it would be "really powerful" for Jobs to narrate the piece, as a symbol of his return to the company and of reclaiming the Apple brand. On the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple, not about himself. It was edited at Venice Beach Editorial, by Dan Bootzin, Chiat\Day's in-house editor, and post-produced by Hunter Conner. Jobs said the following in a 1994 interview with the Santa Clara Valley Historical Association: The Steve Jobs version of the ad was played at Apple's in-house memorial for him in 2011.

Formats

Television

Significantly shortened versions of the advertisement script were used in two

television advertisement A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

s, known as "Crazy Ones", directed by Chiat\Day's Jennifer Golub who also shared the art director credit with Jessica Schulman Edelstein and Yvonne Smith. The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities, in this order of appearance:

Albert Einstein Albert Einstein ( ; ; 14 March 1879 – 18 April 1955) was a German-born theoretical physicist, widely acknowledged to be one of the greatest and most influential physicists of all time. Einstein is best known for developing the theor ...

Bob Dylan Bob Dylan (legally Robert Dylan, born Robert Allen Zimmerman, May 24, 1941) is an American singer-songwriter. Often regarded as one of the greatest songwriters of all time, Dylan has been a major figure in popular culture during a career sp ...

, Martin Luther King Jr.,

Richard Branson Sir Richard Charles Nicholas Branson (born 18 July 1950) is a British billionaire, entrepreneur, and business magnate. In the 1970s he founded the Virgin Group, which today controls more than 400 companies in various fields. Branson expressed ...

John Lennon John Winston Ono Lennon (born John Winston Lennon; 9 October 19408 December 1980) was an English singer, songwriter, musician and peace activist who achieved worldwide fame as founder, co-songwriter, co-lead vocalist and rhythm guitarist of ...

(with

Buckminster Fuller Richard Buckminster Fuller (; July 12, 1895 – July 1, 1983) was an American architect, systems theorist, writer, designer, inventor, philosopher, and futurist. He styled his name as R. Buckminster Fuller in his writings, publishing ...

Thomas Edison Thomas Alva Edison (February 11, 1847October 18, 1931) was an American inventor and businessman. He developed many devices in fields such as electric power generation, mass communication, sound recording, and motion pictures. These inventi ...

Muhammad Ali Muhammad Ali (; born Cassius Marcellus Clay Jr.; January 17, 1942 – June 3, 2016) was an American professional boxer and activist. Nicknamed "The Greatest", he is regarded as one of the most significant sports figures of the 20th century, ...

Ted Turner Robert Edward "Ted" Turner III (born November 19, 1938) is an American entrepreneur, television producer, media proprietor, and philanthropist. He founded the Cable News Network (CNN), the first 24-hour cable news channel. In addition, he ...

Maria Callas Maria Callas . (born Sophie Cecilia Kalos; December 2, 1923 – September 16, 1977) was an American-born Greek soprano who was one of the most renowned and influential opera singers of the 20th century. Many critics praised her ''bel cant ...

Mahatma Gandhi Mohandas Karamchand Gandhi (; ; 2 October 1869 – 30 January 1948), popularly known as Mahatma Gandhi, was an Indian lawyer, anti-colonial nationalist Quote: "... marks Gandhi as a hybrid cosmopolitan figure who transformed ... anti- ...

Amelia Earhart Amelia Mary Earhart ( , born July 24, 1897; disappeared July 2, 1937; declared dead January 5, 1939) was an American aviation pioneer and writer. Earhart was the first female aviator to fly solo across the Atlantic Ocean. She set many oth ...

Alfred Hitchcock Sir Alfred Joseph Hitchcock (13 August 1899 – 29 April 1980) was an English filmmaker. He is widely regarded as one of the most influential figures in the history of cinema. In a career spanning six decades, he directed over 50 featur ...

Martha Graham Martha Graham (May 11, 1894 – April 1, 1991) was an American modern dancer and choreographer. Her style, the Graham technique, reshaped American dance and is still taught worldwide. Graham danced and taught for over seventy years. She ...

(with

Kermit the Frog Kermit the Frog is a Muppet character created and originally performed by Jim Henson. Introduced in 1955, Kermit serves as the everyman protagonist of numerous Muppet productions, most notably ''Sesame Street'' and ''The Muppet Show'', as well ...

Frank Lloyd Wright Frank Lloyd Wright (June 8, 1867 – April 9, 1959) was an American architect, designer, writer, and educator. He designed more than 1,000 structures over a creative period of 70 years. Wright played a key role in the architectural movements o ...

, and

Pablo Picasso Pablo Ruiz Picasso (25 October 1881 – 8 April 1973) was a Spanish painter, sculptor, printmaker, ceramicist and Scenic design, theatre designer who spent most of his adult life in France. One of the most influential artists of the 20th ce ...

. The advertisement ends with an image of a young girl opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the " Sweet Lullaby" music video, directed by

Tarsem Singh Tarsem Singh Dhandwar (born 26 May 1961), known professionally as Tarsem, is an Indian director who has worked on films, music videos, and commercials. He directed ''The Cell'' (2000), '' The Fall'' (2006, also screenwriter and producer), '' I ...

; the young girl is Shaan Sahota, Singh's niece. The thirty-second advertisement was a shorter version of the previous one, using 11 of the 17 personalities, but closed with

Jerry Seinfeld Jerome Allen Seinfeld ( ; born April 29, 1954) is an American stand-up comedian, actor, writer, and producer. He is best known for playing a semi-fictionalized version of himself in the sitcom '' Seinfeld'', which he created and wrote with La ...

, instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, and Jerry Seinfeld. This version aired only once, during the

series finale A series finale is the final installment of an episodic entertainment series, most often a television series. It may also refer to a final theatrical sequel, the last part of a television miniseries, the last installment of a literary series, or ...

of ''

Seinfeld ''Seinfeld'' ( ) is an American television sitcom created by Larry David and Jerry Seinfeld. It aired on NBC from July 5, 1989, to May 14, 1998, over nine seasons and 180 episodes. It stars Seinfeld as a fictionalized version of himself and ...

''. Another early example of the "Think different" ads is on February 4, 1998, months before switching the colored apple logo to solid white, where an ad aired with a

snail A snail is, in loose terms, a shelled gastropod. The name is most often applied to land snails, terrestrial pulmonate gastropod molluscs. However, the common name ''snail'' is also used for most of the members of the molluscan class ...

carrying an

Intel Intel Corporation is an American multinational corporation and technology company headquartered in Santa Clara, California. It is the world's largest semiconductor chip manufacturer by revenue, and is one of the developers of the x86 ser ...

Pentium II The Pentium II brand refers to Intel's sixth-generation microarchitecture (" P6") and x86-compatible microprocessors introduced on May 7, 1997. Containing 7.5 million transistors (27.4 million in the case of the mobile Dixon with 256 K ...

chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.

Print

Print advertisements from the campaign were published in many mainstream magazines such as ''

Newsweek ''Newsweek'' is an American weekly online news magazine co-owned 50 percent each by Dev Pragad, its president and CEO, and Johnathan Davis (businessman), Johnathan Davis, who has no operational role at ''Newsweek''. Founded as a weekly print m ...

'' and ''

Time Time is the continued sequence of existence and event (philosophy), events that occurs in an apparently irreversible process, irreversible succession from the past, through the present, into the future. It is a component quantity of various me ...

''. Their style was predominantly traditional, prominently featuring the company's computers or consumer electronics along with the slogan. There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think different" in one corner, with no reference to the company's products. Creative geniuses whose thinking and work actively changed their respective fields where honored and included:

Jimi Hendrix James Marshall "Jimi" Hendrix (born Johnny Allen Hendrix; November 27, 1942September 18, 1970) was an American guitarist, singer and songwriter. Although his mainstream career spanned only four years, he is widely regarded as one of the most ...

Richard Clayderman Richard Clayderman (; born Philippe Pagès , 28 December 1953 in Paris) is a French pianist who has released numerous albums including the compositions of Paul de Senneville, Olivier Toussaint and Marc Minier, instrumental renditions of popular ...

Miles Davis Miles Dewey Davis III (May 26, 1926September 28, 1991) was an American trumpeter, bandleader, and composer. He is among the most influential and acclaimed figures in the history of jazz and 20th-century music. Davis adopted a variety of music ...

Billy Graham William Franklin Graham Jr. (November 7, 1918 – February 21, 2018) was an American evangelist and an ordained Southern Baptist minister who became well known internationally in the late 1940s. He was a prominent evangelical Christi ...

Bryan Adams Bryan Guy Adams (born 5 November 1959) is a Canadian musician, singer, songwriter, composer, and photographer. He has been cited as one of the best-selling music artists of all time, and is estimated to have sold between 75 million and mor ...

Cesar Chavez Cesar Chavez (born Cesario Estrada Chavez ; ; March 31, 1927 – April 23, 1993) was an American labor leader and civil rights activist. Along with Dolores Huerta, he co-founded the National Farm Workers Association (NFWA), which later merg ...

Laurence Gartel Laurence Gartel (born June 5, 1956) is an American artist, considered a pioneer of digital art. His biography is included in ''Who's Who'', '' Who's Who in the East'', ''Who's Who in America'', ''Who's Who in American Art'', and ''Who's Who in the ...

Eleanor Roosevelt Anna Eleanor Roosevelt () (October 11, 1884November 7, 1962) was an American political figure, diplomat, and activist. She was the first lady of the United States from 1933 to 1945, during her husband President Franklin D. Roosevelt's four ...

and others.

Posters

Promotional posters from the campaign were produced in small numbers in 24-by-36-inch sizes. They feature the portrait of one historical figure, with a small Apple logo and the words "Think different" in one corner. The original long version of the ad script appears on some of them. The posters were produced between 1997 and 1998. There were at least 29 "Think different" posters created. The sets were as follows: Set 1 *

Set 2 *

Joan Baez Joan Chandos Baez (; born January 9, 1941) is an American singer, songwriter, musician, and activist. Her contemporary folk music often includes songs of protest and social justice. Baez has performed publicly for over 60 years, releasing more ...

14th Dalai Lama The 14th Dalai Lama (spiritual name Jetsun Jamphel Ngawang Lobsang Yeshe Tenzin Gyatso, known as Tenzin Gyatso (Tibetan: བསྟན་འཛིན་རྒྱ་མཚོ་, Wylie: ''bsTan-'dzin rgya-mtsho''); né Lhamo Thondup), known as ...

(never officially released due to licensing issues and the politically sensitive nature) Set 3 *

Ansel Adams Ansel Easton Adams (February 20, 1902 – April 22, 1984) was an American landscape photographer and environmentalist known for his Monochrome photography, black-and-white images of the American West. He helped found Group f/64, an association ...

Lucille Ball Lucille Désirée Ball (August 6, 1911 – April 26, 1989) was an American actress, comedienne and producer. She was nominated for 13 Primetime Emmy Awards, winning five times, and was the recipient of several other accolades, such as the Gold ...

and

Desi Arnaz Desiderio Alberto Arnaz y de Acha III (March 2, 1917 – December 2, 1986) was a Cuban-born American actor, bandleader, and film and television producer. He played Ricky Ricardo on the American television sitcom '' I Love Lucy'', in which he c ...

(Never officially released due to licensing issues) * Paul Rand Set 4 *

Frank Sinatra Francis Albert Sinatra (; December 12, 1915 – May 14, 1998) was an American singer and actor. Nicknamed the " Chairman of the Board" and later called "Ol' Blue Eyes", Sinatra was one of the most popular entertainers of the 1940s, 1950s, and ...

Richard Feynman Richard Phillips Feynman (; May 11, 1918 – February 15, 1988) was an American theoretical physicist, known for his work in the path integral formulation of quantum mechanics, the theory of quantum electrodynamics, the physics of the superfl ...

Jackie Robinson Jack Roosevelt Robinson (January 31, 1919 – October 24, 1972) was an American professional baseball player who became the first African American to play in Major League Baseball (MLB) in the modern era. Robinson broke the baseball color line ...

Set 5 (The Directors set, never officially released) *

Charlie Chaplin Sir Charles Spencer Chaplin Jr. (16 April 188925 December 1977) was an English comic actor, filmmaker, and composer who rose to fame in the era of silent film. He became a worldwide icon through his screen persona, the Tramp, and is conside ...

Francis Ford Coppola Francis Ford Coppola (; ; born April 7, 1939) is an American film director, producer, and screenwriter. He is considered one of the major figures of the New Hollywood filmmaking movement of the 1960s and 1970s. Coppola is the recipient of five ...

Orson Welles George Orson Welles (May 6, 1915 – October 10, 1985) was an American actor, director, producer, and screenwriter, known for his innovative work in film, radio and theatre. He is considered to be among the greatest and most influential f ...

Frank Capra Frank Russell Capra (born Francesco Rosario Capra; May 18, 1897 – September 3, 1991) was an Italian-born American film director, producer and writer who became the creative force behind some of the major award-winning films of the 1930s ...

John Huston John Marcellus Huston ( ; August 5, 1906 – August 28, 1987) was an American film director, screenwriter, actor and visual artist. He wrote the screenplays for most of the 37 feature films he directed, many of which are today considered ...

In addition, around the year 2000, Apple produced the ten, 11x17 poster set often referred to as ''The Educators Set'', which was distributed through their Education Channels. Apple sent out boxes (the cover of which is a copy of the "Crazy Ones" original TD poster) that each contained 3 packs (sealed in plastic) of 10 small or miniature "Think different" posters. Educator Set *

Jane Goodall Dame Jane Morris Goodall (; born Valerie Jane Morris-Goodall on 3 April 1934), formerly Baroness Jane van Lawick-Goodall, is an English primatologist and anthropologist. Seen as the world's foremost expert on chimpanzees, Goodall is best kn ...

and

James Watson James Dewey Watson (born April 6, 1928) is an American molecular biologist, geneticist, and zoologist. In 1953, he co-authored with Francis Crick the academic paper proposing the double helix structure of the DNA molecule. Watson, Crick a ...

During a special event held on October 14, 1998, at the Flint Center in Cupertino California, a limited edition 11" x 14" softbound book was given to employees and affiliates of Apple Computer, Inc. to commemorate the first year of the ad campaign. The 50 page book contained a foreword by Steve Jobs, the text of the original "Think different" ad, and illustrations of many of the posters used in the campaign along with narratives describing each person. Outdoor advertisement at

MacWorld ''Macworld'' is a website dedicated to products and software of Apple Inc., published by Foundry, a subsidiary of IDG Inc. It started life as a print magazine in 1984 and had the largest audited circulation (both total and newsstand) of Macin ...

2000 Tokyo, etc. *

Akira Kurosawa was a Japanese filmmaker and painter who directed thirty films in a career spanning over five decades. He is widely regarded as one of the most important and influential filmmakers in the history of cinema. Kurosawa displayed a bold, dyna ...

* Issei Miyake *

Osamu Tezuka Osamu Tezuka (, born , ''Tezuka Osamu''; – 9 February 1989) was a Japanese manga artist, cartoonist, and animator. Born in Osaka Prefecture, his prolific output, pioneering techniques, and innovative redefinitions of genres earned him such ...

* Akio Morita

Reception and influence

Upon release, the "Think different" Campaign proved to be an enormous success for Apple and TBWA\Chiat\Day. Critically acclaimed, the spot would garner numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America. In retrospect, the new ad campaign marked the beginning of Apple's re-emergence as a marketing powerhouse. In the years leading up to the ad Apple had lost market share to the

Wintel Wintel (portmanteau of Windows and Intel) is the partnership of Microsoft Windows and Intel producing personal computers using Intel x86-compatible processors running Microsoft Windows. Background By the early 1980s, the chaos and incompatibi ...

ecosystem An ecosystem (or ecological system) consists of all the organisms and the physical environment with which they interact. These biotic and abiotic components are linked together through nutrient cycles and energy flows. Energy enters the syst ...

which offered lower prices, more software choices, and higher-performance

CPU A central processing unit (CPU), also called a central processor, main processor or just processor, is the electronic circuitry that executes instructions comprising a computer program. The CPU performs basic arithmetic, logic, controlling, a ...

s. Worse for Apple's reputation was the high-profile failure of the Apple Newton, a billion-dollar project that proved to be a technical and commercial dud. The success of the "Think different" campaign, along with the return of

Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American entrepreneur, industrial designer, media proprietor, and investor. He was the co-founder, chairman, and CEO of Apple; the chairman and majority shareholder of Pixar; ...

, bolstered the Apple brand and reestablished the "counter-culture" aura of its earlier days, setting the stage for the immensely successful

iMac iMac is a family of all-in-one Mac desktop computers designed and built by Apple Inc. It has been the primary part of Apple's consumer desktop offerings since its debut in August 1998, and has evolved through seven distinct forms. In it ...

all-in-one personal computer and later the Mac OS X (now named

macOS macOS (; previously OS X and originally Mac OS X) is a Unix operating system developed and marketed by Apple Inc. since 2001. It is the primary operating system for Apple's Mac computers. Within the market of desktop and la ...

) operating system.

Revivals

Product packaging

Since late 2009, the box packaging specification sheet for iMac computers has included the following footnote: ''

Macintosh The Mac (known as Macintosh until 1999) is a family of personal computers designed and marketed by Apple Inc., Apple Inc. Macs are known for their ease of use and minimalist designs, and are popular among students, creative professionals, and ...

Think different.'' In previous Macintosh packaging, Apple's website URL was printed below the specifications list. The apparent explanation for this inconspicuous usage is that Apple wished to maintain its

trademark A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from ot ...

registrations on both terms – in most jurisdictions, a company must show continued use of a trademark on its products in order to maintain registration, but neither trademark is widely used in the company's current marketing. This packaging was used as the required specimen of use when Apple filed to re-register "Think different" as a U.S. trademark in 2009.

macOS

Apple has continued to include portions of the "Crazy Ones" text as Easter eggs in a range of places in macOS. This includes the high-resolution icon for TextEdit introduced in

Leopard The leopard (''Panthera pardus'') is one of the five extant species in the genus '' Panthera'', a member of the cat family, Felidae. It occurs in a wide range in sub-Saharan Africa, in some parts of Western and Central Asia, Southern Russia, ...

, the "All My Files" Finder icon introduced in

Lion The lion (''Panthera leo'') is a large cat of the genus '' Panthera'' native to Africa and India. It has a muscular, broad-chested body; short, rounded head; round ears; and a hairy tuft at the end of its tail. It is sexually dimorphic; adu ...

, the high-resolution icon for

Notes Note, notes, or NOTE may refer to: Music and entertainment * Musical note, a pitched sound (or a symbol for a sound) in music * ''Notes'' (album), a 1987 album by Paul Bley and Paul Motian * ''Notes'', a common (yet unofficial) shortened versio ...

in Mountain Lion and

Mavericks Maverick, Maveric or Maverik may refer to: History * Maverick (animal), an unbranded range animal, derived from U.S. cattleman Samuel Maverick Aviation * AEA Maverick, an Australian single-seat sportsplane design * General Aviation Design Burea ...

and on the new Color LCD Display preferences menu introduced for MacBook Pro with Retina Display.

Apple Color Emoji

Several

emoji An emoji ( ; plural emoji or emojis) is a pictogram, logogram, ideogram or smiley embedded in text and used in electronic messages and web pages. The primary function of emoji is to fill in emotional cues otherwise missing from typed conv ...

glyphs in Apple's

Apple Color Emoji Apple Color Emoji (stylized as AppleColorEmoji) is a color typeface used on Apple platforms such as iOS and macOS to display Emoji characters. The inclusion of emoji in the iPhone and in the Unicode standard has been credited with promoting the ...

font contain portions of the text of "Crazy Ones”, including 1F4CB ‘Clipboard’, 1F4C3 ‘Page with Curl’, 1F4C4 ‘Page facing up’, 1F4D1 ‘Bookmark Tabs’ and 1FA99 ‘Coin’.

Other media

A portion of the text is recited in the trailer for '' Jobs'', a biographical

drama film In film and television, drama is a category or genre of narrative fiction (or semi-fiction) intended to be more serious than humorous in tone. Drama of this kind is usually qualified with additional terms that specify its particular super- ...

of Steve Jobs' life.

Ashton Kutcher Christopher Ashton Kutcher (; born February 7, 1978) is an American actor, producer, entrepreneur, and former model. He is the recipient of various accolades, including a People's Choice Award, and nominations for two Young Artist Awards, a ...

, as Jobs, is shown recording the audio for the trailer in the film's final scene. The Richard Dreyfuss audio version is used in the introduction of the first episode of The Crazy Ones, a

podcast A podcast is a program made available in digital format for download over the Internet. For example, an episodic series of digital audio or video files that a user can download to a personal device to listen to at a time of their choosin ...

provided by Ricochet, hosted by Owen Brennan and Patrick Jones.

Parodies

The Simpsons ''The Simpsons'' is an American animated sitcom created by Matt Groening for the Fox Broadcasting Company. The series is a satirical depiction of American life, epitomized by the Simpson family, which consists of Homer, Marge, Bart, ...

'' episode " Mypods and Boomsticks" pokes fun at the slogan, writing it "Think differently", a grammatically standard exclamation (which the slogan is not unless used as noun for the act of thinking). For

Steam Steam is a substance containing water in the gas phase, and sometimes also an aerosol of liquid water droplets, or air. This may occur due to evaporation or due to boiling, where heat is applied until water reaches the enthalpy of vaporizatio ...

's release on Mac OS X, Valve has released a ''

Left 4 Dead ''Left 4 Dead'' is a 2008 first-person shooter game developed by Valve South and published by Valve. It was originally released for Microsoft Windows and Xbox 360 in November 2008 and for Mac OS X in October 2010, and is the first title in the ...

''–themed advertisement featuring Francis, whose in-game spoken lines involve him hating various things. The given slogan is "I hate different." Subsequently, for ''

Team Fortress 2 ''Team Fortress 2'' is a 2007 multiplayer first-person shooter, first-person shooter game developed and published by Valve Corporation. It is the sequel to the 1996 ''Team Fortress'' Mod (video gaming), mod for ''Quake (video game), Quake'' and ...

''s release on Mac, a trailer was released which concludes with "Think bullets". ''

Aiura is a Japanese yonkoma shōnen manga series by Chama. It was first published on Niconico Seiga and later in Kadokawa Shoten's ''4-Koma Nano Ace'' magazine. The manga ran between March 2011 and April 2014. An anime television series adaptati ...

'' parodies this through the use of "Think Crabbing" in its opening. In the musical ''Nerds'', which depicts a fictionalized account of the lives of Steve Jobs and Bill Gates, there is a song titled "Think Different" in which Jobs hallucinates an anthropomorphized

Oracle An oracle is a person or agency considered to provide wise and insightful counsel or prophetic predictions, most notably including precognition of the future, inspired by deities. As such, it is a form of divination. Description The word ...

dancing with him and urging him to fight back against the Microsoft empire. In the animated show ''

Gravity Falls ''Gravity Falls'' is an American mystery comedy animated television series created by Alex Hirsch for Disney Channel and Disney XD. The series follows the adventures of Dipper Pines ( Jason Ritter) and his twin sister Mabel ( Kristen Schaal) ...

'' episode "A Tale of Two Stans", a poster with the words "Ponder Alternatively" and a strawberry colored in a similar fashion as the old

Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple trees are cultivated worldwide and are the most widely grown species in the genus '' Malus''. The tree originated in Central Asia, where its wild ancest ...

logo shows in the background. In the movie Monsters, Inc., an easter egg magazine at the end of the film references the slogan with a computer captioned, "Scare Different." During

Super Bowl LVI Super Bowl LVI was an American football game played to determine the champion of the National Football League (NFL) for the 2021 season. The National Football Conference (NFC) champion Los Angeles Rams defeated the American Football Conference ...

, Cutwater Spirits ran its first Super Bowl ad, "Here's To The Lazy Ones," which leaned into the laziness implicit in consuming its canned cocktails by depicting similarly lazy moves such as using a massage gun to tenderize meat.

References

External links

Steve Jobs narrated version (video)
{{Steve Jobs American advertising slogans 1997 neologisms Apple Inc. advertising American television commercials Advertising campaigns 1990s television commercials