This post is part 6 of 11 in the series Remem­bering Steve Jobs.


On YouTube: Apple’s Think Different adver­tising campaign, “Here’s to the Crazy Ones,” narrated by Richard Dreyfus. The campaign ran from 1997–2002.

The spot features Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon, Buck­min­ster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitch­cock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso and a little girl.

Here’s to the Crazy Ones

Here’s to the crazy ones. The misfits. The rebels. The trou­ble­makers. The round pegs in the square holes.

The ones who see things differ­ently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.

About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a labo­ra­tory on wheels?

We make tools for these kinds of people.

While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

Different versions (cuts) of the text were used for the campaign.

More about Apple’s Think Different campaign at Wikipedia →

· Go to YouTube: Apple’s 1997 ‘Think Different’ adver­tising campaign →