Tag Archives: steve jobs

Was Steve Jobs the real mastermind behind the Think Different campaign?

In Walter Isaacson’s recent biography Steve Jobs, Jobs is portrayed as the primary inspiration and promoter of the legendary Think Different campaign. However, according to Rob Siltanen, CEO of the Siltanen & Partners agency, Jobs initially thought the script was “shit.” While Jobs was highly involved with the advertising, the concept of putting together the “Think Different” line with black and white images of time-honored visionaries was invented by Craig Tanimoto, a TBWA/Chiat/Day art director at the time. Check out Forbes for the complete details, as well as evidence from Siltanen.

Apple – Think Different

When the “Think Different” comercial originally aired, it proved to be an enormous success for Apple. In many ways, it would mark the beginning of Apple’s re-emergence as technical giant, as well as the return of Steve Jobs.