Behind the Scenes of Apple’s ‘Think Different’ Campaign (Macrumors)
_Forbes_ publishes a lengthy guest post from advertising executive Rob
Siltanen, one of the primary contributors to the development of Apple’s famous
“Think Different” advertising campaign that helped turn the company around
following Steve Jobs’ return. In the piece, Siltanen details the process of
pitching the campaign to Jobs and his work on the “Here’s to the Crazy Ones”
script.
Siltanen was inspired to write the post following the publication of Walter
Isaacson’s authorized biography of Steve Jobs, which repeats the oft-cited
claim that Jobs himself was responsible for much of the “Here’s to the Crazy
Ones” text and ideas.
> Steve was highly involved with the advertising and every facet of Apple’s
business. But he was far from the mastermind behind the renowned launch spot.
In fact, he was blatantly harsh on the commercial that would eventually play a
pivotal role in helping Apple achieve one of the greatest corporate
turnarounds in business history.
Siltanen goes on to describe how he and other representatives of the high-
profile TBWA/Chiat/Day advertising firm were surprised that Jobs required them
to pitch to win the contract with the then-struggling Apple. In dreaming up
concepts to pitch to Jobs, the one …
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