No one doubted that Apple did indeed Think Different in 1997, when it introduced a series of advertisements featuring the plucky, succinct directive. Instead, consumers instantly bought into the mindset, peppered by familiar images of everyone from Kermit the Frog to Albert Einstein.
It’s been two decades since Apple’s winning campaign, yet it remains evergreen. The secret is its ability to bypass humans’ natural skepticism and bond quickly with viewers. In other words, it facilitates an immersive, emotional relationship between buyer and brand.