Jobs and Clow agreed that Apple was one of the great brands of the world,
probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it.
So they wanted a brand image campaign, not a set of advertisements featuring products.
It was designed to celebrate not what the computers could do, but what creative people could do with the computers.
"This wasn't about processor speed or memory," Jobs recalled. "It was about creativity."
It was directed not only at potential customers, but also at Apple's own employees:
"We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are.
That was the genesis of that campaign."
Clow and his team tried a variety of approaches that praised the "crazy ones" who "think different."
They did one video with the Seal song "Crazy" ("We're never gonna survive unless we get a little crazy"),
but couldn't get the rights to it.
Then they tried versions using a recording of Robert Frost reading "The Road Not Taken"
and of Robin Williams's speeches from Dead Poets Society.
Eventually they decided they needed to write their own text; their draft began, "Here's to the crazy ones."