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 may see them as the crazy ones, we see genius, because the people who are crazy enough to think that they can change the world are the ones who do.

Steve Jobs (1955-2011) American computer inventor, entrepreneur
“To the Crazy Ones,” TV advertisement (1997)

Often cited as a quotation from Steve Jobs, this was an Apple advertisement developed by Chiat/Day under the direction of Jobs after his return to the company in 1997, under the campaign "Think Different." The ad and its text was created by Chiat/Day talent like Craig Tanimoto, Rob Siltanen, and Ken Segall. (For more information on the ad's development, see Siltanen's article.)

Jobs did narrate the text at least once, but the original 1997 ad was voiced by Richard Dreyfuss.

Note: nearly all transcripts say, "But the only thing you can't do ..." while the word voiced is "About the only thing you can't do ...."

Added on 27-Aug-20 | Last updated 27-Aug-20
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