Television Commercials
Significantly shortened versions of the text were used in two television commercials, known as "Crazy Ones", directed by Chiat/Day's Jennifer Golub who also shared the art director credit with Jessica Schulman and Yvonne Smith. The voiceover was by Richard Dreyfuss.
The words "think different" were created by Chiat/Day art director Craig Tanimoto. The text of the various versions of this commercial was written by Rob Siltanen and Ken Segall. Music was composed by Chip Jenkins for Elias Arts.
The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: 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. The commercial ends with an image of a young girl opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "Sweet Lullaby" music video, directed by Tarsem Singh; the young girl is Shaan Sahota, Singh's niece.
The thirty-second commercial was a shorter version of the previous one, using 11 of the 17 personalities, but closed with Jerry Seinfeld, instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, followed by Jerry Seinfeld. This version aired only once, during the season finale of Seinfeld.
Another early example of the "Think Different" ads was on February 4, 1998, months before taking the colors out of the logo, where a commercial aired with a snail carrying an Intel Pentium II chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.
Read more about this topic: Think Different
Famous quotes containing the word television:
“Television ... helps blur the distinction between framed and unframed reality. Whereas going to the movies necessarily entails leaving one’s ordinary surroundings, soap operas are in fact spatially inseparable from the rest of one’s life. In homes where television is on most of the time, they are also temporally integrated into one’s “real” life and, unlike the experience of going out in the evening to see a show, may not even interrupt its regular flow.”
—Eviatar Zerubavel, U.S. sociologist, educator. The Fine Line: Making Distinctions in Everyday Life, ch. 5, University of Chicago Press (1991)