In the week that Steve Jobs passed away, this “Something for the weekend..?” features the Apple TV commercial, “Crazy Ones”, which seems to sum up the spirit of Steve and Apple like no other. It was part of Apple’s “Think Different” campaign and created by their long serving ad agency, Chiat Day.
There are a number of versions of the commercial. The one-minute version featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: 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, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl — perhaps representing the next generation — opening her closed eyes, as if making a wish.
Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward.
And while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.
“The Crazy Ones” — Apple TV Commercial
The voiceover was by Richard Dreyfuss. An unaired version featured the voice of Steve Jobs.