Definition
The Crazy Ones is the title of a 2013–2014 American sitcom television series broadcast on CBS, and is also a phrase popularly associated with Apple Inc.’s 1997 “Think Different” advertising campaign.
Overview
The television series, created by John Stamos and Steve Carell, starred Robin Williams as Max Andretti, the charismatic head of an advertising agency, and Stamos as his son and co‑owner, Simon Andretti. The show premiered on September 30, 2013, and aired 22 episodes before its cancellation in May 2014.
The phrase “Here’s to the crazy ones” appears in a 1997 television commercial titled “Think Different” that celebrated nonconformist innovators; it has since become an iconic slogan linked to Apple’s brand identity.
Etymology / Origin
- Television series: The title was selected to reflect the series’ focus on the unconventional and impulsive personalities within an advertising firm, aligning with the colloquial use of “crazy” to denote bold, unconventional thinking.
- Apple slogan: The wording originates from the script written by Ken Segall for the 1997 Apple commercial. The line reads, “Here’s to the crazy ones. The misfits. The rebels…” and is intended to honor individuals who think differently.
Characteristics
Television series
- Genre: Sitcom, workplace comedy.
- Format: Multi‑camera production with a live studio audience.
- Setting: An advertising agency in New York City.
- Main characters: Max Andretti (Robin Williams), Simon Andretti (John Stamos), and a supporting ensemble of agency staff.
- Themes: Family dynamics, creative processes, and the tension between artistic vision and corporate expectations.
Apple slogan
- Medium: Television and print advertising.
- Purpose: To reinforce Apple’s brand positioning as a champion of creativity and anti‑conformity.
- Impact: The phrase has been widely quoted in media, academic discussions on marketing, and popular culture, often cited as an exemplar of effective brand storytelling.
Related Topics
- Apple Inc. advertising campaigns
- “Think Different” marketing slogan
- Robin Williams filmography and television work
- Workplace comedy television series
- Corporate branding and cultural impact of advertising slogans
Note: While both uses of “The Crazy Ones” are documented in reliable sources, the term does not denote a single, unified concept beyond its applications in television and advertising.