Steve Jobs Narrates “The Crazy Ones” Think Different Commercial

Oct 6, 2011 - 6 Comments

Not long after Steve Jobs returned to Apple, the iconic “The Crazy Ones” commercial aired as part of the larger Think Different campaign. This is a variation of that commercial that never aired, with Steve Jobs himself narrating.

The video is embedded above for easy viewing, and the full text of The Crazy Ones, said to be written by Steve Jobs, is repeated below:

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

Powerful words, and whether intentional or not, the words describe Jobs quite well.

The aired version of the commercial ended up being narrated by Richard Dreyfuss, and won several awards.

A related easter egg is hidden in the Mac OS X app TextEdit, with the icon displaying the same text:

TextEdit icon with The Crazy Ones text

RIP Steve

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Posted by: Paul Horowitz in News


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  1. David says:

    Gives me chills

  2. […] Richard Dreyfuss ended up narrating the final version that aired.  Thanks to Paul Horowitz at the OSX Daily for sharing this with the […]

  3. […] Daily ha recopilado algunas reacciones muy significativas y recuperado el anuncio de The Crazy Ones, narrado por el propio […]

  4. […] Richard Dreyfuss ended up narrating the final version that aired.  Thanks to Paul Horowitz at the OSX Daily for sharing this with the […]

  5. Joe says:

    If you visit this file on your Mac, you can see an extended text: two extra paragraphs that didn’t air in the commercial appear in the .txt file icon.


  6. The “Here is to the crazy ones” text is often falsely attributed to Steve Jobs. He was not the author, it was a copywriter who worked for Chiat Day, Apple’s advertising agency.

    People involved in the project later said Steve Jobs actually hated this text from the start, and it he slowly accepted it after numerous changes and adjustments. He was also reluctant to use it and narrate it himself, because he did not want to put the focus on himself, but on the Apple brand.

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