Forbes magazine published a long guest post from ad exec Rob Siltanen, one of the sole people to the creation of Apple’s popular “Think Different” promo campaign that had the company spin around following Steve Jobs’ comeback. In the interview, Siltanen highlights the details of promoting the idea to Jobs and his efforts on the “Here’s to the Crazy Ones” article.
Siltanen had the idea to write the article following the publication of Walter Isaacson’s authorized biography of none other than Steve Jobs, which repeats the claim that states the campaign was basically Jobs idea.
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 that stood out was the “Think Different” tagline paired with photos and videos of famous creative thinkers. Jobs liked the campaign but initially worried that it would appear too egotistical. Within seconds, however, Jobs changed course and brought the firm on board to carry out the idea.
Siltanen used Robin Williams’ speeches from the movie Dead Poets Societyas inspiration for what became “Here’s to the Crazy Ones”. But when it was presented to Jobs in what turned out to eventually be nearly its final form, Jobs initially hated it.
We played the spot once, and when it finished, Jobs said, “It sucks! I hate it! It’s advertising agency ****! I thought you were going to write something like ‘Dead Poets Society!’ This is crap!”
Clow said something like, “Well, I take it you don’t want to see it again.” And Steve continued to go on a rant about how we should get the writers from “Dead Poets Society” or some “real writers” to write something.
Jobs soon his mind again, and the “Think Different” campaign was utilized and they never looked back
Siltanen had the idea to write the article following the publication of Walter Isaacson’s authorized biography of none other than Steve Jobs, which repeats the claim that states the campaign was basically Jobs idea.
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 that stood out was the “Think Different” tagline paired with photos and videos of famous creative thinkers. Jobs liked the campaign but initially worried that it would appear too egotistical. Within seconds, however, Jobs changed course and brought the firm on board to carry out the idea.
Siltanen used Robin Williams’ speeches from the movie Dead Poets Societyas inspiration for what became “Here’s to the Crazy Ones”. But when it was presented to Jobs in what turned out to eventually be nearly its final form, Jobs initially hated it.
We played the spot once, and when it finished, Jobs said, “It sucks! I hate it! It’s advertising agency ****! I thought you were going to write something like ‘Dead Poets Society!’ This is crap!”
Clow said something like, “Well, I take it you don’t want to see it again.” And Steve continued to go on a rant about how we should get the writers from “Dead Poets Society” or some “real writers” to write something.
Jobs soon his mind again, and the “Think Different” campaign was utilized and they never looked back
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