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10 years of thinking different

When Apple's Think Different television campaign first aired in September of 1997, the company was in dire straights (or, as we call it, "The Sculley Years"). To make a long and well-known story short, Steve came back, the company launched the enormously popular "Think Different" campaign with Chiat/Day, and that, true believers, was how Apple got its groove back.

LowEndMac takes a very interesting look at the development of that campaign, from the initial concept to the first broadcast commercial in '97. Some interesting facts include that Chiat/Day was given just 17 days to complete the project, and that Steve himself courted some of the people whose images were used.

Well done, Apple and Chiat/Day. We still love those ads.

When Apple's Think Different television campaign first aired in September of 1997, the company was in dire straights (or, as we call it,...
 

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david

Yeah I would love to get my hands on the image files for those posters the music ones in particular.

I am not really fussed about them being the origional ones.

Can anyone hook me up?

April 12 2007 at 6:21 AM Report abuse rate up rate down Reply
Dennis

Those posters are collectors items now and priiiicey.

April 10 2007 at 11:58 PM Report abuse rate up rate down Reply
soulsnax

We are in the process of moving, and the other day, guess what we found: an extensive collection of those posters with E. Aldrin, Ghandi, Einstein, Edison, etc. We almost threw them out, but figured that since they're a complete set, it would be nice to keep.

April 10 2007 at 10:44 PM Report abuse rate up rate down Reply
Ali

Anyone know where we can buy the "Think Different" posters?

April 10 2007 at 8:25 PM Report abuse rate up rate down Reply
john Vogel

Anybody have a link that has high resolution files for the think different posters avialble for download?

April 10 2007 at 11:10 AM Report abuse rate up rate down Reply
Stucco

I was then and am now offended by those ads. Using dead people to hawk products is tasteless and beneath Apple. Don't even get me started on the "Different/DifferentLY" debate.

April 10 2007 at 10:42 AM Report abuse rate up rate down Reply
wackymacs

Wow, none of you seem to know what you're talking about. Tom Hormby is one of the best writers on Apple history, and he thoroughly checks his facts.

Joshua Ochs: Untrue. There are several good LEM writers, despite LEM itself having a bad reputation.

Tom Twigg: It's Sculley, not Skully.

Spasso: Wikipedia isn't exactly the most accurate source of information around. Printed books, newspaper articles and magazine articles are the best sources of accurate information. (Even though there are still mistakes in these sources, sometimes).

April 10 2007 at 8:55 AM Report abuse rate up rate down Reply
Thomas

The author actually wrote like fifteen pages on Michael Spindler (and actually references him as the previous CEO in the article "to back his coup against Michael Spindler"):
http://lowendmac.com/orchard/06/0406.html

Seems like there was no omission at all. Just Spindler was not particularly important to the Think Different ads, especially since he was gone for almost two and a half years before Steve took control of Apple.

Also, John Sculley's name is spelled "Sculley", the author wrote an article on him too:
http://lowendmac.com/orchard/06/0222.html

April 10 2007 at 8:49 AM Report abuse rate up rate down Reply
Spasso

Yah, sadly another demonstration of how unaware TUAW is of basic Apple history ("OS 8 shipped on time"). I have no problem with being to young to have been around, but how about doing 2 seconds of wikipedia before you publish & spread misinformation.

April 10 2007 at 2:58 AM Report abuse rate up rate down Reply
Tom Twigg

The "Skully Years"?

As noted by Joshua, Spindler was Apple CEO from 93-96, replaced by Gil Amelio who led the company from 96 until the board showed him the door and made His Steveness iCeo in 97. The Skully years were 83-93.

April 10 2007 at 12:09 AM Report abuse rate up rate down Reply
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