TV still
Here's to the Crazy Ones
Apple · 1997
- Agency
- TBWA\Chiat\Day
- Campaign
- Think Different
Analysis
A black-and-white image of Pablo Picasso appears in Apple's Think Different film. The campaign associates the computer brand with people who changed their fields.
Cultural associationPortrait montage
Why it worked
The recognizable artist supplies a meaning that the brand can connect to invention. The restrained treatment keeps attention on the person.
Lesson
Use cultural references that support one clear customer identity.