Steve Jobs had just returned to the struggling company, Apple Computer in 1997. Jobs and Lee Clow had collaborated back in 1984 to launch the MacIntosh. Now was the time to recover the sense of Apple’s place in the world of creative users. The TBWA Chiat/Day team said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century. The "Think Different" phrase provided an opportunity to celebrate both the creativity of these people but also the distinctiveness of Apple in the computing world, responding to IBM’s historic campaign motto, "Think". The campaign was swiftly approved by Apple, then begun with the television commercial, which first ran on Sept. 28 1997, followed by the print ads, billboards and posters. (Source -Inspiration Room)
To read more about this renowned campaign, click on this link to read a background article by Rob Siltanen who was the Creative Director for the campaign - https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/#7bc50b3962ab.
Robert Edward "Ted" Turner III (born November 19, 1938) is an American media proprietor, producer, and philanthropist. As a businessman, he is known as founder of the Cable News Network (CNN), the first 24-hour cable news channel. In addition, he founded WTBS, which pioneered the superstation concept in cable television, which later became TBS.
As a philanthropist, he is known for his $1 billion gift to support the United Nations, which created the United Nations Foundation, a public charity to broaden U.S. support for the UN. Turner serves as Chairman of the United Nations Foundation board of directors. Additionally, in 2001, Turner co-founded the Nuclear Threat Initiative with US Senator Sam Nunn (D-GA). NTI is a non-partisan organization dedicated to reducing global reliance on, and preventing the proliferation of nuclear, chemical, and biological weapons. He currently serves as Co-Chairman of the Board of Directors.
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