Apple made one of the most iconic ads âHereâs to the crazy onesâ to lift their campaign âThink Differentâ in 1997. This ad was so ânewâ 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 wasnât 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 ârebelsâ of their field, we cannot help empathizing and relate to the ad, the history and the text.
Donât 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 âbuying a TV ad and youâre setâ have long passed. The effect of âHereâs to the crazy onesâ 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.