Tag archives: cell c

Given that this is the last ‘Ad of the Week’ for 2012 it feels good to celebrate the power of the individual with an advert that comes to us from Cell C, and which is very reminiscent of those legendary Apple ads, that famous campaign that put the company back on track when it had lost its way.

You know the ads, probably off by heart. But for the sake of nostalgia, let’s read those words again:

“Here’s to the crazy ones. The misfits.The rebels. The troublemakers.The round pegs in the square holes.The ones who see things differently.

They’re not fond of rules. And they have no respect for the status quo.You can praise them, disagree with them, quote them,disbelieve them, glorify or vilify them.About the only thing you can’t do is ignore them.Because they change things.

They invent.They imagine.They heal.They explore.They create.They inspire.They push the human race forward.

Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art?Or sit in silence and hear a song that’s never been written?Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people. While some see them as the crazy ones,we see genius.Because the people who are crazy enough to thinkthey can change the world, are the ones who do.”

Now that campaign for Apple – which was called‘Think Different’ because that was the slogan for the ads – was created by TBWA\Chiat\Day in Los Angeles in 1997, a year that Apple Computers (now known simply as Apple) was in trouble. Steve Jobs exited the company following a palace coup in 1985, and what followed for the Apple brand was about eleven years in the wilderness.