Most people have probably seen the famous ‘Think Different’ commercial by Apple, below. This aligned Apple, a technology company, with deceased leaders like Gandhi, Einstein, Picasso, Amelia Earhart and Martin Luther King Jnr, amongst others. There is no doubting it’s brilliance and awards worthiness; it really is different, ground-breaking and breathtakingly clever in its simplicity of concept.
But it has always troubled me.
Because I have always wondered how Gandhi, a pacifist who led a nation of millions to freedom without confrontation or war (partition came later), would have felt about his image being used to sell very expensive PC’s. And how would Martin Luther King Jnr, a deeply religious man who led a subjugated race towards equality, have felt about promoting a company that has many questionable ethical practices?
We don’t know the answer.