‘Here’s to the Crazy Ones’ was the first Apple’s Think Different commercial created by TBWA\Chiat\Day. Clow and his teammates Ken Segall and Craig Tanimoto worked with Steve Jobs to create a tone poem that he liked.
According to Walter Isaacson’s biography of Steve Jobs, Clow and Steve Jobs had wanted to get Robin Williams to read the narration but Jobs never got to speak to Robin Williams. In the end, they got Richard Dreyfuss, a dedicated Apple fan, to do the voice-over.
Although the narration by Richard Dreyfuss worked well, Lee Clow had another idea to get Jobs to do the voice-over himself and thus this version of never aired 1997 Steve Jobs narration of the ‘Here’s to the Crazy Ones’.
Steve Jobs refused his version to be aired in the end stating, “If we use my voice, when people find out they will say it’s about me,” he told Clow. “It’s not. It’s about Apple.” The full version as below:
Here’s to the crazy ones
Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
The one-minute commercial featured 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso.
The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if making a wish.
So … Here’s to the crazy ones!