Think Different: The Weekend That Saved Apple

In 1997, Apple was weeks away from bankruptcy. Steve Jobs had just returned to the company he founded — the company that had pushed him out years earlier. And one of the first calls he made was to Lee Clow.

Lee was driving when his phone rang. Steve's voice on the other end: "Amelio just resigned and I'm going to be CEO at Apple. Can you come up and help me?"

Lee's response: "I'll be right up."

Then, as he tells it — the panic set in.

Watch Lee tell the story of what happened next: the long weekend, the blank page, and the campaign that didn't just relaunch a brand — it reminded a company who it was.

This lesson goes inside the creation of Think Different — one of the most celebrated advertising campaigns in history. Lee walks you through the moment Steve Jobs came back to Apple, the urgency of the situation, and how a deep, long-standing relationship between a creative and his client made something extraordinary possible under impossible pressure.

You'll hear how Lee and his team didn't start by asking "what should we say about Apple's products?" — they started by asking "what does Apple believe?"

The best campaigns come from understanding a brand's heart, not its product catalog. Apple in 1997 wasn't launching a revolutionary new computer. They were fighting for survival. Think Different worked because it bypassed features entirely and went straight to values — who Apple was and why that mattered to the world.

A campaign can speak to the world and to the company at the same time. Think Different wasn't just an ad. It was a rallying cry for Apple's own employees, engineers, and designers — people who had watched their company nearly collapse. The campaign reminded them what they were fighting for.

Deep client relationships make great work possible in a crisis. Lee had spent years building trust with Steve Jobs — not just as a vendor, but as someone who genuinely understood what Apple stood for. When the crisis hit, there was no time to start from scratch. That shared understanding was already there. Trust is built in the quiet moments so it's available in the urgent ones.

The most powerful line is often the simplest truth. "The people who are crazy enough to think they can change the world are the ones who do."

That line didn't come from a brief or a focus group. It came from a deep, honest understanding of what Apple — and Steve Jobs — actually believed. Simple. True. Unforgettable.

Knowing your client's passion is part of your job. Lee describes Steve Jobs as one of the two most influential forces in his career — alongside Jay Chiat. What made the relationship work wasn't just talent. It was that Steve trusted Lee cared about the same things he cared about. That kind of alignment doesn't happen by accident. It's built through attention, curiosity, and genuine investment in your client's mission.

Think Different is a masterclass in what advertising can do when it operates at its highest level — not just selling, but meaning something.

Lee's story reminds us that the most important work often happens before you ever open a brief. It happens in the years you spend understanding a brand so deeply that when the phone rings at the worst possible moment, you already know what to say.

The question worth sitting with: Do you know your clients — or your brand — that well?