Advertising is a vast play ground.
You have the guys playing football inone end, basketball or hockey in the other and in between you have people playing cricket.
But there are no borders, no outside lines.. everyone plays on the same field. And everyone is equal on this field..trying new tricks and moves, and failing miserably at them.. And it is here where some stars are born..But it is on this field you also find the substitutes, the misfits, the first-timers, the failures, the rebels, the ones who play by the rules.. it’s a mix bunch. But don’t forget the bullies, the veggie-givers, the push-overs..the ones that cause disruption.
Disruption has always been a way of getting attention.. Not only because of its aggressiveness, but because it goes against norms of the time..the norms of the game. And one such brand that has established itself well on the playground because they played different, is Apple inc. Not because it sells products that are different, but because it sells it differently.
One of the greatest plays run by Apple inc. is part of the Think Different campaign – ‘To the Crazy Ones’. It caused disruption in the market, because it supported the ‘misfits’, ‘rebels’…’crazy ones’. The lines create a powerful positioning for the brand. It identified and created a path for the brand that would manifest itself in the years to come.
Here’s the script of the TVC: (written by Rob Siltanen with participation of Lee Clow)
Here’s to the crazy ones.
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.
Rob Siltanen and Lee Clow saw Apple inc, before their time. They saw it into the future. So when you read this, may you be inspired to see into the future for things you do..be it anything.. Be it travel, washing toilets, painting, writing, even if your job is firing people..
May you have the deep insight of looking into the future of people, brands, industries… the world.