Apple ended its famous “Think different” ad campaign more than 20 years ago, so perhaps it’s time for a reboot. Business.com challenged a generative AI to create new ads for the classic campaign featuring more current entertainment icons. The images produced for the AI-powered “Think Different” update look surprisingly good.
See for yourself.
Thinking different about ‘Think Different’ … with an AI update
Apple was nearing bankruptcy in the 1990s, but then Steve Jobs returned to the CEO office. Part of getting the company back on track was the “Think Different” ad campaign. It included famous people like Mahatma Gandhi, John Lennon and Pablo Picasso, and argued that Apple was equally revolutionary. While Apple stopped running adverts with the famous phrase in 2002, it’s still Apple’s slogan.
Business.com asked itself, “What would this campaign look like if relaunched today?” The images were created with the Midjourney generative AI image creator, showing more recent celebrities using Apple products.
Among the entries are Lady Gaga with an iPhone (shown above). And Taylor Swift wearing an Apple Watch — she won‘t easily “Shake It Off.”
Photo: Business.com/Midjourney
And there’s Tina Fey with a MacBook.
Photo: Business.com/Midjourney
If Apple CEO Tim Cook decided to revitalize the “Think different” campaign with an AI update, it might look something like these Midjourney-generated riffs. Visit Business.com to see the remaining possible adverts.
On the other hand, while these proposed AI updates to the “Think different” pantheon exhibit the general style of the originals, they don’t quite show the same focus. The ads from 25 years ago used timeless faces — ones that were still immediately recognizable even though most of the people in question had passed away long before. The ads didn’t feature 1990s celebs like Eminem or Michael Jordan.
