Rob Siltanen: Craig Tanimoto is also credited with opting for "Think different" rather than "Think differently," which was considered but rejected by Lee Clow. Jobs insisted that he wanted "different" to be used as a noun, as in "think victory" or "think beauty". He specifically said that "think differently" wouldn't have the same meaning to him. He wanted to make it sound colloquial, like the phrase "think big". Jobs was crucial to the selection of the historical subjects pictured in the campaign, many of whom had never been featured in advertising, or never would have done so with any other company. He enabled the selection and the speed of negotiation with them or their surviving estates. Some of the particular iconic subjects were chosen because of his personal relationships, calling the families of Jim Henson and John F. Kennedy and flying to New York City to visit Yoko Ono. For the television narration, he called Robin Williams who was well known to be against appearing in advertising and whose wife refused to forward the call anyway, and Tom Hanks was then considered, but Richard Dreyfuss was an Apple fan. Two versions of the narration in the television ad were created in the development process: one narrated by Jobs and one by Dreyfuss. Lee Clow argued that it would be "really powerful" for Jobs to narrate the piece, as a symbol of his return to the company and of reclaiming the Apple brand. On the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple, not about himself. It was edited at Venice Beach Editorial, by Dan Bootzin, Chiat\Day's in-house editor, and post-produced by Hunter Conner. Jobs said the following in a 1994 interview with the Santa Clara Valley Historical Association: The Steve Jobs version of the ad was played at Apple's in-house memorial for him in 2011. Formats Television Significantly shortened versions of the advertisement script were used in two television advertisements, known as "Crazy Ones", directed by Chiat\Day's Jennifer Golub who also shared the art director credit with Jessica Schulman Edelstein and Yvonne Smith. The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities, in this order of appearance: Albert Einstein, Bob Dylan, Martin Luther King Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart,