Apple made one of the most iconic ads “Here’s to the crazy ones” to lift their campaign “Think Different” in 1997. This ad was so “new” and controversial that it since has made history, and is now part of most curriculum in most marketing schools around the globe. It was written by Rob Siltanen, Creative Director for TBWA/Chiat/Day and Creative Director at Apple Lee Clow. It wasn’t Steve Jobs, but it was he who made the quote famous (Originally it was the voice of Richard Dreyfuss in the ad).
This, for us marketing geeks, is food for thought, awe and inspiration. Not because of the text itself, Steve as a celebrity, but for what impact that ad had on its audience. Knowing now, in retrospect, the ad was basically describing Steve himself, and beautifully put together with famous “rebels” of their field, we cannot help empathizing and relate to the ad, the history and the text.
Don’t get us wrong, we are no rebels. We do not contribute to any groundbreaking tech innovation or have a goal of changing the world. What we believe in, is changing the way advertising is perceived, consumed, and targeted. The glory days of “buying a TV ad and you’re set” have long passed. The effect of “Here’s to the crazy ones” can still be archived, and is our goal in everything we do.
We are forever inspired by Steve Jobs, and his rebel being, and we named our company after his ad, written by an agency. The agency does not matter, the sender does.