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In 1997, Apple, Inc., supported its "Think Different" marketing
campaign with a one-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.
Choose
a subset of four individuals from among these 17 creative
thinkers. (Selected Albert Einstein, Mohamed Ali, Martin
Luther King, Thomas Edison)
What did each of the individuals contribute to the world?
How was each contribution 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?
Why did Apple choose these individuals to appear in this
advertisement?
Summarize
your findings in a 300- to 700 word document. Your summary
does not need to include a direct answer for each individual
and/or bullet point.
Format
your assignment according to appropriate course level APA
guidelines.
In 1997, Apple, Inc., supported its Think Different marketing camp.docx

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In 1997, Apple, Inc., supported its Think Different marketing camp.docx

  • 1. In 1997, Apple, Inc., supported its "Think Different" marketing campaign with a one-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. Choose a subset of four individuals from among these 17 creative thinkers. (Selected Albert Einstein, Mohamed Ali, Martin Luther King, Thomas Edison) What did each of the individuals contribute to the world? How was each contribution 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? Why did Apple choose these individuals to appear in this advertisement? Summarize your findings in a 300- to 700 word document. Your summary does not need to include a direct answer for each individual and/or bullet point. Format your assignment according to appropriate course level APA guidelines.