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.
Review the University of Phoenix Material: Creative Thinkers.
Choose a subset of one or two individuals per team member from among these 17 creative thinkers.
As a team, discuss the following questions:
• 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?