Think different

Apple's 1998 "Think Different" campaign also used images of famous people to sell their computer products. The television commercials paid homage to "the crazy ones. The misfits. The rebels. . . . The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them. About the only thing that you can't do is ignore them." Apple's products, the ads suggest, are designed for those contemporary creative people who ignore boundaries, just as Albert Einstein, John Lennon and Yoko Ono, Buckminster Fuller, Picasso, Martha Graham, Alfred Hitchcock, and Jim Henson did.
The print ads rely on the viewer's recognition of the celebrity; the subject's name is never given. Amelia Earhart's unique image continues to suggest flight, adventure, glamour, and daring to each generation.