Over the years, I’ve collected lots of nifty T-shirts from trade shows I’ve covered — mainly the late, lamented Macworld Expos held in Boston, San Francisco, New York, Tokyo, and Paris. Over the next few weeks I’ll be “modeling” some of the items in my collection.
This week I’m wearing a T-shirt that accompanied the launch of Apple’s classic “Think different” ad campaign. The slogan has been widely taken as a response to IBM's motto “Think”. It was used in a television commercial, several print advertisements, and a number of TV promos for Apple products. Apple's use of the slogan was discontinued with the debut of the iMac G4 in 2002.
The one-minute commercial (there was a 30-second ad as well, but the one-minute was the best) featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mohandas Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial — narrated by actor Richard Dreyfuss — ends with an image of a young girl opening her closed eyes, as if making a wish.