Steve Jobs Narrates the First “Think Different” Ad (Never Aired)

One last Steve Jobs’ remembrance seems completely fitting for our site. You’re probably familiar with Apple’s famous “Think Different” advertising campaign from the late 1990s, and particularly the legendary TV commercial that featured 17 iconic figures: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon, Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright and Pablo Picasso.

Most of these “crazy ones, misfits, rebels and rule breakers” have been featured on Open Culture throughout the years (click the links above), and what make this ad special is that Steve Jobs narrates it himself. The original TV ad — the one that made it on air — had Richard Dreyfuss doing the voiceover…

Find more Crazy Ones in our collection of 275 Cultural Icons.



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  1. Heather Gray says . . . | October 10, 2011 / 4:23 pm

    Thank you.

  2. Anonymous says . . . | October 10, 2011 / 10:16 pm

    No one deserves to die of cancer.

    Yet Jobs did not think different. He thought of prisons and jails much like others in computing such as Microsoft and Intel.

    Mahatma Gandhi and Martin Luther King, Jr would likely object to the draconian rules that Apple, under Jobs, has placed on their phones.

    These are not technical limitations, these are legal limitations enforced by hateful proprietary licenses.

  3. LynS says . . . | October 11, 2011 / 9:28 am

    Apple needs to reissue this commercial and include Steve Jobs as one of the iconic figures.

  4. edward says . . . | October 24, 2011 / 10:19 am

    Think Different. Like everyone else.

  5. LJBesker says . . . | December 18, 2011 / 11:54 am

    Creativity is freedom!

  6. joemichaels says . . . | September 27, 2013 / 7:57 pm

    Does anyone remember the Apple ad that featured closeups of one hand drawing, and a second (different) hand writing out complex mathematical formulas? (And, when the camera pulled back, turns out both hands belonged to the same person who was doing both simultaneously?) Am trying to find evidence of it. But cannot. Thank you.

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