06/08/2026
Apple’s “Think Different” campaign became one of the most iconic advertisements ever made because it wasn’t really selling computers , it was selling identity, rebellion, creativity, and vision.
Launched in 1997 when Steve Jobs returned to Apple, the campaign arrived at a moment when the company was struggling. Instead of focusing on technical specs, Apple positioned itself as the brand for artists, innovators, outsiders, and people willing to challenge the world around them.
The commercial featured black-and-white footage of historic visionaries:
* Albert Einstein
* Martin Luther King Jr.
* Mahatma Gandhi
* Amelia Earhart
* Pablo Picasso
* John Lennon
and many others who represented unconventional thinking.