In 1997, Apple, Inc. supported its “Think Different” marketing campaign with a 1-minute commercial featuring black-and-white footage of 17 iconic…

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  1. In 1997, Apple, Inc. supported its “Think Different” marketing campaign with a 1-minute commercial featuring black-and-white footage of 17 iconic 20th-century personalities. The commercial was conceptualized by the Los Angeles-based advertising agency TBWA/Chiat/Day.

     

    Find a copy of this commercial, also known as the “Crazy Ones” commercial, on the Internet and watch it.

     

    Identify the 17 individuals shown in the background and, as a team, discuss the following questions:

     

    • What did each of the individuals contribute to the world?

     

    • How was each of these contributions rooted in creative thinking; that is, how did each change existing paradigms of seeing or experiencing the world?

     

    • Are there defining characteristics shared among all or most of the individuals?

     

    • What is the value of imagination and thinking outside the box with regard to their contributions?

     

    Summarize your findings in a 350- to 700-word word paper and be prepared to discuss them in class.