The more television I watch, the more I worry that the art of writing a truly great anthem is being lost. Things like nuance, subtlety and the implied meaning seem to have been replaced with bombastic, flat-footed, overt statements that usually begin with, “At __________, we believe …”

Which got me to wondering why is that?

Is it that “new media” has forever changed how we use television?
Or is it that this kind of brand building is difficult to connect to a measurable ROI?
Could it be that clients just won’t approve this kind of “wasteful” spending?
Perhaps the answer is simpler?
Perhaps it can be explained using an anthem?
Or, in this case, an unanthem:

Here’s to the lazy ones. The indifferent. The conformers. The average Joe’s. The round pegs in the round holes. The ones who see things the same way everyone else does. They’re fond of rules and they respect the status quo. You can’t quote them, disagree with them, glorify or vilify them. About the only thing you can do, is ignore them, because they changed nothing. They pushed the human race backward. And while some may see them as the lazy ones, we see genius. Because the people who aren’t crazy enough to think they can change the world, are the ones who won’t.

My apologies to the remarkably talented men and women who through grit, determination and moxie, created one of the most memorable pieces of communication ever captured.

Oh how I hope that more and more people really would Think Different.

Cheers.

- Craig Crawford