Steve Jobs: King of the Crazy Ones

One of the great Apple ads welcomes another visionary

"Crazy Ones," the iconic Apple commercial by TBWA\Chiat\Day from the "Think different" campaign of the late 1990s, was always, in a way, about Steve Jobs. Voiced by Richard Dreyfuss, it celebrated "the rebels, the troublemakers, the ones who see things differently" and would therefore change the world. The images showed everyone from John Lennon to Gandhi, but the inference was that Apple's visionary leader was one these remarkable souls. We've now added him to the end of the "Crazy Ones" spot—a place he rightfully earned, even if he would never have come right out and said so. Jobs died Wednesday at age 56.

@nudd Tim Nudd is a former creative editor of Adweek.