Steve Jobs and his creative commercial "Mad Men"

Steve Jobs' video in collaboration with TBWA, 1997, which symbolises Jobs' return to the company and the beginning of his collaboration with TBWA.

Steve Jobs' personal manifesto praises people who go against the rules, who dared to think differently and changed the world as a result. Among them are Einstein and Mohammed Ali, Lennon and Martin Luther King, Picasso and Gandhi, Hitchcock and Amelia Earhart.

Jobs personally worked on the text and even tried to voice the video himself. The second version was voiced by actor Richard Dreyfuss. Both were sent to ABC, where they were broadcast during the TV premiere of Pixar's Toy Story, after which Steve decided to launch the version with Dreyfuss. "This is Apple's story, not mine".

Steve Jobs' version also found its audience and was even broadcast at a gala dinner in honour of the Apple founder at the Creative Hall of Fame. Jobs was the first customer, not the creator of the advert, to be inducted into the Advertising Hall of Fame.

"They are crazy. People outside the crowd. The rebels. Creators of problems. Round plugs in square holes. Those who see things differently. They hate rules, and they have no respect for the status quo. You can limit them, disagree with them, exalt them or demean them. The only thing you cannot do is ignore them, because they change things. They are pushing humanity forward. And while some people see them as crazy, we see them as brilliant. Because people who are crazy enough to think they can change the world are the only ones who do."