The Real Story Behind Apple’s ‘Think Different’ Campaign

Apple’s iconic ‘Think Different’ campaign was one of the most memorable and successful marketing campaigns in history. The slogan and accompanying ad campaign were created in 1997 as a response to the company’s struggling financial state, and were intended to help turn things around by focusing on the company’s core values and the innovative spirit of its founders, Steve Jobs and Steve Wozniak.

The campaign was a major success, and played a significant role in Apple’s resurgence in the late 1990s and early 2000s. The ‘Think Different’ slogan was embraced by Apple fans and became a cultural touchstone, appearing on t-shirts, posters, and even tattoos. The ads themselves were widely praised for their creative and powerful messaging, and are still remembered and discussed more than two decades later.

The message behind the ‘Think Different’ campaign was simple, but powerful: Apple was a company that valued creativity and innovation, and that was dedicated to helping people do great things. The ads depicted some of the world’s most famous innovators and cultural figures, including Martin Luther King Jr., John Lennon, Albert Einstein, and Pablo Picasso, and encouraged viewers to “Think Different” and join the ranks of these legendary figures.

The ‘Think Different’ campaign was a turning point for Apple, and helped to cement the company’s reputation as a leader in innovation and creativity. By focusing on the company’s core values and the spirit of its founders, the campaign helped to re-energize the brand and reconnect with consumers who had become disillusioned with the company in the years prior.

In conclusion, Apple’s ‘Think Different’ campaign was a key moment in the company’s history, and played a significant role in its resurgence in the late 1990s and early 2000s. The slogan and accompanying ads have become cultural touchstones, and remain a testament to the power of effective branding and marketing.