Thirteen years after creating Apple's famous "1984" spot, and twelve years after the poorly received followup spot, "Lemmings"
, Chiat/Day got yet another crack at the "don't follow the herd" message with Apple's "Think Different" campaign.
This time, however, they dispensed with the downbeat imagery in favor of a Baby Boomer icon lovefest. Moving and effective, but with a bit of a cloying aftertaste; you'd be hard-pressed to find another spot in recent memory that, through association, elevated a product's users to almost saintly status.
And yes, that's Richard Dreyfus doing the voiceover, continuing the advertising industry's obsession with big-time actors as off-camera announcers (a topic for another day).