Video: Steve Jobs narrating the 1997 ‘Think Different’ TV ad
[Via Brainstorm Tech: Technology blogs, news and analysis from Fortune Magazine » Apple 2.0]
This one never aired. Richard Dreyfuss provided the voice-over on the broadcast version
The ad and the slogan — a play on IBM’s (IBM) “Think” — were created for Apple (AAPL) by the Los Angeles office of Chiat\Day.
The spot features, in order of their appearance, Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), 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.
Thanks to dogtownmac, who posted it on YouTube.
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I think it would have been better with Jobs’ narration but I can see why he chose not to – it would have distracted too much from the message as people debated how egotistical he must be to narrate it.
But that ad helped recreate Apple in a very profound way. It may not be quite as esthetically amazing as the 1984 ad, but in terms of Apple’s corporate history, and its very survival, this Think Different ad may have been more important.
It defines Apple.
