"Think different" is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple Inc. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day. The slogan has been widely taken as a response to the IBM slogan "Think" It was used in a television advertisement, several print advertisements, and several TV promos for Apple products. As of 2020, "Think different" was still printed on the back of the box of the iMac, and possibly elsewhere.  Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Their style was predominantly traditional, prominently featuring the company's computers or consumer electronics along with the slogan. There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think different" in one corner, with no reference to the company's products. Creative geniuses whose thinking and work actively changed their respective fields where honored and included: Jimi Hendrix, Richard Clayderman, Miles Davis, Billy Graham, Bryan Adams, Cesar Chavez, John Lennon, Laurence Gartel, Mahatma Gandhi, Eleanor Roosevelt and others.