How Apple really came to 'Think Different': 5 takeaways

In Forbes, Rob Siltanen, one of men who worked on the Apple's landmark 1997 ad campaign, details how it all came to be

Steve Jobs, speaking at a publishing conference in 1997, stands in front of a giant poster of Pablo Picasso, featured in Apple's landmark "Think Different" campaign.
(Image credit: TIM KAO/San Francisco Chronicle/Corbis)

Apple's 1997 "Think Different" ad campaign is credited with helping turn around the then-struggling computer company. The print ads featured black and white photos of various revolutionary thinkers, including MLK, Thomas Edison, and Gandhi. The iconic TV spot began with the now-famous voiceover "Here's to the Crazy Ones. The misfits. The rebels. The troublemakers." (Watch it below.) Just how the legendary campaign came to be has been a matter of debate, but Rob Siltanen, who was creative director at the ad agency that pitched the idea to Steve Jobs, sets the record straight in a column at Forbes. Here, five takeaways from his story:

1. It wasn't Steve Jobs' idea

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