September 28, 1997, Apple taught the world to think differently, launching the legendary advertising campaign "Think Different". Her author - Lee Clow, who wrote the script for the famous commercial "1984", a recognized masterpiece, the best advertisement of the 80's.

In 1997, Steve Jobs actually returned to the ruins of his once-established company. In August, Apple had to cooperate with the sworn enemy - Microsoft - to get investment and software for Macintosh. Now the task was to prove that Apple is still alive, and that it is a special.

Clow and Jobs came up with a slogan: "Think Different" - "Think differently". Strictly speaking, it did not conform to grammatical rules, because it was necessary to use an adverb: "Think Differently". But Jobs insisted on a special meaning: "Think not the same, think different".

The advertising campaign was incredibly successful, collected many awards, but most importantly - returned Apple countercultural image and the love of those who are called creative workers.

With this motto in the logo the company lasted until 2002, and during that time managed to produce, for example, the player the iPod, has seriously changed the music industry and in fact forced the publishers, as well as the users think about digital music differently.