In 1997, Steve Jobs narrates, "Here's to the Crazy Ones" commercial ad for the "think different" campaign, although it was never aired on television. Later that year, Apple used the same commercial but with Richard Dreyfus as the narrator. The commercial shows footage of the most influential historical figures of the twentieth century. It endeavors to provide the audience with inspiration through a powerful message.
The commercial strikes the audience with black and white footage of those great individuals who impacted the world, while being honored in an unforgettable speech. I noticed that towards the end of the commercial there is a clip of a little girl making a wish, and then it ends with the "think different" Apple logo. The audience feels inspirational and motivated at the beginning of the commercial and by the end compassion for the little girl. While being appealed to pathos, the audience gets inspired to make a difference for humanity and be divergent. That is what the campaign, "think different" is trying to incorporate to the audience and its brand. The effect is for the viewer to feel motivated and stand out from the others, which means the public would want to acquire Apple brand products. Even though that marketing strategy may work, the commercial failed to convince the public to buy a specific Apple product, since it does not focus on one.
To my opinion the main key that made this commercial successful was the great written speech by Steve Jobs. Also by using a quiet monophonic sound, it delivers a clear message to the audience. It provides comfort to the people with a surreal message, proving their uniqueness as a company. Although there may have been misconceptions as in why is it that Apple products may differ from its competitors and how would you impact the world if you purchase the product, other than giving profit to the company.
