Rob Siltanen who was at TBWA/Chiat/Day in the late 90s wrote a great profile of Apple’s Think Different ad-campaign. I may get crap for linking to this after earlier today, but this campaign had a distinct purpose.
Jobs had just returned to the company and wanted to put them back on the map. Nobody was talking about Apple, and the goal was to drum up conversation.
‘Think Different’ was the kickoff to the most successful run of technology products ever. Apple was no good at the time because they didn’t think differently. Steve followed up this ad campaign with real action that shifted the company’s direction.