Apple did a revolutionary commercial TV spot in 1984. 1984 was the year of George Orwell, Apple's ground-breaking Superbowl ad, and IQ84 is the title of Japanese author Haruki Murakami's latest book, the English translation over 900 pages. It was an inspiring year, marked by great works then and now.
Apple's headquarters held a tribute to Steve Jobs in Cupertino, CA, which you can watch on the company's website, here. During the tribute, Cook also quoted from Jobs (Steve Jobs, not the religious text--I will paraphrase the quote) simplicity can be harder to achieve than complexity. That's why the tagline "Think Different", the very definition of Apple as a brand, encapsulated both the company and what its achievements meant and would mean to the world, in such a perfect and I daresay American way. It's not just where we've been, but where we're going together that matters.
The company's successive CEO, Tim Cook, said the spot following that mind-blowing Superbowl ad was initially supposed to be narrated by Steve Jobs. But then Richard Dreyfusss did instead, to ensure the meaning of the ad stayed with the company, rather than glorify Jobs's role. I have to say, the Jobs version is way better, but the creative choice was probably apropos at the time. Text from the narrated spot enclosed below, as well as video:
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… You can quote them, disagree with them, glorify or vilify them, but 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 ones who are crazy enough to think that they can change the world, are the ones who do. – "Think Different", narrated by Steve Jobs
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