About the Book: In 1997, Apple teetered on the brink of collapse when Steve Jobs launched the iconic “Think Different” campaign, featuring revolutionary figures like Einstein and Rosa Parks with only the Apple logo and the slogan. The emotionally resonant TV commercial—beginning with “Here’s to the crazy ones… the rebels…” and narrated by Richard Dreyfuss—revamped Apple’s brand identity and reignited its creative core. Created by TBWAChiatDay and helmed by Lee Clow, Rob Siltanen, and Craig Tanimoto, the campaign deliberately sidestepped product features to celebrate individuality and innovation. Its minimalist elegance and cultural iconography helped reestablish Apple’s reputation and paved the way for groundbreaking products like the iMac. This memorable campaign evolved into a case study in impactful brand advertising and corporate resurgence.