The People Who Are Crazy Enough

This is the closing line of Apple's "Crazy Ones" television commercial, the centrepiece of the Think Different advertising campaign launched in September 1997. The campaign was created by TBWA/Chiat/Day and introduced by Jobs at an internal Apple meeting on September 23, 1997, just months after his return to a company that had been weeks from bankruptcy. The ad aired first during a broadcast of The Wonderful World of Disney on ABC, and the campaign — featuring black-and-white images of figures including Albert Einstein, Mahatma Gandhi, and Muhammad Ali — helped begin one of the most remarkable corporate turnarounds in business history.