‘Here’s to the crazy ones’ // Research Pt.2

After watching and listening to my peers speak of their manifesto research I thought I’d better widen my search as they showed a huge variety of manifestos I hadn’t yet explored…

Speeches for instance. Some of the greatest speeches of all time can be seen as manifestoes, Martin Luther Kings ‘I Have a Dream’ or President John F Kennedys ‘Land a Man on the Moon’ speech are just some of the many, great examples.

I love speeches. No, I hate speeches. No, I love listening to speeches! I love listening to other people’s wise words, to other people’s encouragement, to other people’s ideas, be it wise or stupid. The most interesting manifestos are just that, they’re either inspiring, relatable or somewhat crazy. Below are some of those which stood out to me. These manifestos, again, adding and changing my ideas for my own manifesto and its tone of voice.

1 The ‘Here’s to the crazy ones’ Apple Manifesto by TBWA/Chiat/Day.

This manifesto was originally a series of TV and print ads in 1997. It’s very inspiring. It portrays the message of change very clearly. It has its own tone of voice, its own little voice of rebellion, and who doesn’t like to be a little rebellious. All in all it’s very encouraging. The language and words used, such as ‘the human race’ etc. are very clever because they included all people, the language also suggest (key-word suggest) famous figures which the audience can also relate to.

2  Benjamin Franklin’s ‘Thirteen Virtues’­ (published in his auto biography 1791).

1 Temperance. Eat not to dullness; drink not to elevation.
2 Silence. Speak not but what may benefit others or yourself; avoid trifling conversation.
3 Order. Let all your things have their places; let each part of your business have its time.
4 Resolution. Resolve to perform what you ought; perform without fail what you resolve.
5 Frugality. Make no expense but to do good to others or yourself; i.e., waste nothing.
6 Industry. Lose no time; be always employ’d in something useful; cut off all unnecessary actions.
7 Sincerity. Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly.
8 Justice. Wrong none by doing injuries, or omitting the benefits that are your duty.
9 Moderation. Avoid extremes; forbear resenting injuries so much as you think they deserve.
10 Cleanliness. Tolerate no uncleanliness in body, cloaths, or habitation.
11 Tranquillity. Be not disturbed at trifles, or at accidents common or unavoidable.
12 Chastity. Rarely use venery but for health or offspring, never to dullness, weakness, or the injury of your own or another’s peace or reputation.
13 Humility. Imitate Jesus and Socrates.

He has used the classic list form, however it’s the language he uses which is most appealing. I’m sure it was no biggie back then, but the language is very classy. Simple, but classy. I’m particularly interested in his use of key words, they sum up each virtue making them easier to remember.

3 ‘The Passive Aggressive Manifesto’ by Michael Schechter


As the title suggest it’s quite a harsh manifesto, and I love it. Some say it’s blatantly honest, and maybe it is, maybe it’s not, but I know for sure that the language and tone of voice of this manifesto is what is most appealing about it. It’s a great combo of humour and honesty, and it’s completely relatable. Michael Schechter created the manifesto with this is mind: “Let’s face it… words, no matter how pretty and sweet they might be, don’t really mean all that much if they don’t make you do anything”  (McDonald, G 2011).


Reference List:

Franklin, B. Thirteen Virtues. Thirteen Virtues. Retrieved from http://www.thirteenvirtues.com/

McDonald, G. Famous Manifestos – Our Top Ten (February 27, 2011). Geoff McDonald.com. Retrieved from http://geoffmcdonald.com/famous-manifestos/

Schechter, M. The Passive Aggressive Manifesto (2011). A Better Mess. Retrieved from  http://bettermess.com/the-passive-aggressive-manifesto/

TBWA/Chiat/Day. Here’s to the Crazy Ones: Apple Manifesto. Youtube. Retrieved from https://www.youtube.com/watch?v=4oAB83Z1ydE


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