Posted: January 18th, 2017

How was each of their contributions rooted in creative thinking; that is, how did each change existing paradigms of seeing or experiencing the world?

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.

Choose three individuals from among these 17 creative thinkers. Research them.

• What did each of the individuals contribute to the world?
• How was each of their contributions rooted in creative thinking; that is, how did each change existing paradigms of seeing or experiencing the world?
• Are there certain defining characteristics shared among all of the individuals?
• Why do you think Apple chose these individuals to appear in this advertisement?

Summarize your findings in a 700- to 1,050-word document.

Format your assignment according to appropriate course level APA guidelines.