How Apple’s Grammatically Unconventional ‘Think Different’ Slogan Helped Revive the Company in 1997
FilmmakerAndrew MuirofThe Art of Storytelling explored the creative process and linguistic nuances behind Apple Computers iconic 1997 advertising campaign and its grammatically unconventional slogan, Think Different".
A closer look at the famous copy writing of Apple Computer's 1997 Think Different" advertising campaign.
Muir further noted that the deliberate use of different" as a flat adverb challenged conventional grammar and helped redefine the struggling company's identity at a critical turning point in Apple's history, symbolizing its new direction after Steve Jobs returned.
Apple's Think Different' AdUnaired Think Different' Ad Narrated by Steve JobsThe ultimate decision to go with the incorrect form of the phrase may have made all the difference in the campaign that is today widely credited with helping to save the company....The campaign itself was a major success not because it immediately sold millions of computers but because it really affected public perception about Apple's brand.
Unaired 1997 Apple Think Different Commercial Narrated by Steve Jobs
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