In 1997 Apple launched an advertising campaign called “Think different.” It began a few months after Steve Jobs returned to the company as interim CEO. The television commercial, narrated by Richard Dreyfuss, opened with these words: “Here’s to the crazy ones. The misfits. The rebels. The troublemakers.”
It ended: “Because the people who are crazy enough to think that they can change the world are the ones who do.” The agency was TBWA\Chiat\Day. The campaign went on to play a key role in Apple’s recovery.