1997: Apple sells its vision in ‘Here’s To The Crazy Ones’ spot

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by Ari Halper, chief creative officer of FCB New York. Below, find out why Apple’s “Here’s To The Crazy Ones” is his favorite marketing moment.

Apple’s “1984” might be the obvious choice to go with here, but the much bigger game-changer for me was “Here’s to the Crazy Ones.”

This is marketing at its finest, literally becoming so powerful, so moving, so inspiring that it actually became the product itself. And it had to, because unlike with “1984,” Apple didn’t have a single thing to sell at the time, except a vision. An ethos.

But therein lies the genius, and why Steve Jobs managed to change yet another industry forever, proving that when a brand has a higher purpose, it is the most influential marketing tool of all.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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