Did the Scientology Super Bowl ad channel Steve Jobs spirit?
During Sunday’s Super Bowl XLVII the Church of Scientology aired a commercial that bears an uncanny resemblance to Apple’s Crazy Ones ad from 1997. In fact it’s so similar in style and presentation you might think it was approved by the late Steve Jobs himself.
After his bitter exodus from Apple, Steve Jobs returned and conceived the Think Different ad campaign to embody the philosophy of the outsider working against preconceived norms or the establishment to make the world a better place. It featured black and white footage of some of the 20th century’s most notable personalities including Martin Luthor King, Albert Einstein, John Lennon and Thomas Edison with narration by actor Richard Dreyfuss who opens the ad with the now legendary lines:
"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."
Crazy Ones - Apple commercial (1997)
Think Different (via mwkchan)
The new commercial by the Church of Scientology is called Knowledge, like the Crazy Ones it’s just over the one minute mark in length. It features a series of beautiful young people looking directly to camera as upbeat music is played and a gravelly voiced narrator (reminiscent of Jeff Daniels iPhone 5 commercials) says:
"To the curious. The inquisitive. The seekers of knowledge. To the ones who just wanna know…. To the rebels, the artists, the free thinkers and the innovators."
Knowledge commercial - The Church of Scientology (2012)
Knowledge - The Church Of Scientology Super Bowl Ad (via ChurchofScientology)
Like the Crazy Ones ad, Knowledge is stating who its intended audience is so that it might pique the interest of people who associate with those labels, it even uses the same term ‘rebels.’ What does differ in the message is that Knowledge doesn’t say their outsiders should change the world, rather they should decide for themselves what is true.
Walter Isaacson’s biography of Steve Jobs revealed that the original Crazy Ones had Steve Jobs narrating but he decided to use a third party because he didn’t want the ad to be about his personal story, he wanted it to be about the potential of the public, of Apple consumers.
Jobs was a Buddhist so it’s interesting to postulate that he would not have approved that his message of personal fulfillment to benefit the world was being reworded by an organised religion.
There is no denying that The Church of Scientology took inspiration from Apple although it’s unlikely that they have broken any copyright rules. But ultimately what is curiously wonderful is that Knowledge, a mirror-universe interpretation of Crazy Ones, rather than dilute, it actually magnifies the noble philosophy of the original commercial that self-actualisation should be used to improve the self and shared to benefit all of humankind. And it is interesting to wonder that in a couple of hundred years times Steven Paul Jobs’ legacy is not one of a technologist entrepreneur but of a philosopher and motivator of all our people.
Source: Daily Mail