The “Here’s to the Crazy Ones” commercial was a great success but the version that was aired in 1997 was with Richard Dreyfuss’s voiceover. There was a version, never made public then, in which Steve Jobs did the voiceover. That version was recovered and is the one included here. The “Think Different” campaign, devised by TBWA\Chiat\Day, was a huge success for Apple, reveling in the company’s outsider status and laying the groundwork for what is was going to become Apple in the future and how differentiated it has become from its competitors.
Here is a transcription of the ad:
“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.”