"Think Different"

Rob Siltanen then Creative Director and Partner at advertisement agency TBWA/Chiat/Day:

Steve was highly involved with the advertising and every facet of Apple’s business. But he was far from the mastermind behind the renowned launch spot. In fact, he was blatantly harsh on the commercial that would eventually play a pivotal role in helping Apple achieve one of the greatest corporate turnarounds in business history. As you’ll learn later in my account, the soul of the original “The crazy ones” script I presented to Jobs, as well as the original beginning and ending of the celebrated script, all ultimately stayed in place, even though Jobs initially called the script “shit.”

Forbes: The Real Story Behind Apple’s ‘Think Different’ Campaign (Readability link)