Fred Kaplan writes the "War Stories" column for Slate and also writes for several publications about hi-fi, home theater, and DVDs. This week he's seeking out the coolest gadgets at the annual Consumer Electronics Show in Las Vegas.
Dispatches From CES - A futuristic house leaves The Jetsons behind. By Fred?Kaplan
Apple Computer, Inc. was awarded the Academy of Television, Arts and Sciences second-ever Emmy in the Outstanding Commercial category for its "Think different" television commercial.
The commercial, which honors creative geniuses who strived to change the world, includes such heroes as Albert Einstein, Pablo Picasso, Mahatma Gandhi, Martin Luther King, Jr., Muhammad Ali and Martha Graham.
"The 'Think different' campaign set out to honor our heroes," said Steve Jobs, Apple's interim CEO. "In the process, it has inspired us all to reach higher and further in our own lives and work."
What had to be infused was an emotional resonance to the spot.
Think Different, first, speaks to the dedication of personal computers, to be creative, imagine something that hasn't been done before. It's the "change the world" kind of challenge that Apple has always been part of.
"Think Different"
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.
While some 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.
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