Summary

As Apple was approaching the release of their new desktop computer, Jobs approached Chiat/Day and asked for them to pitch a marketing strategy. They agreed, even though the company no longer did pitches. This touched Jobs as he thought that Chiat/Day really loved Apple. The marketing company decided that they should approach on the creativity of the product and of the user. They came up with the phrase “Think Different” and with Jobs’ help, wrote up a monologue. After approaching people like Robin Williams to narrate it, they eventually hired Richard Dreyfuss. The commercial included the monologue as well as pictures and video of famous people such as John Lennon, Bob Dylan, and Gandhi (the print ads also included these people with the phrase “Think Different”).

Jobs also recorded his own narration of the monologue. The Dreyfuss version was released...