Best in Advertising – Here’s to the Crazy Ones

Steve Jobs narrates the first Think Different spot, Here’s to the Crazy Ones.  It never aired.  Richard Dreyfuss did the voiceover for the one that did.  I think Steve’s is awesome.

The campaign featured 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 and Jim Henson.

To me, this is excellence in advertising of the new paradigm. The spot rides on rhythm, the vibe of Apple, what it meant to be Apple through Steve’s eyes. The spirit above all else rises to the top.  It isn’t the money, and it isn’t the product.  It’s about passion for life itself.

I say in speeches that a plausible mission of artists is to make people appreciate being alive at least a little bit. I am then asked if I know of any artists who pulled that off. I reply, ‘The Beatles did.’ — Kurt Vonnegut

I’d add Steve Jobs to that.  Makes me proud to be one of the crazy ones.

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