Forbes has published an interesting account involving the famous 1997 Think Different ad campaign, "Here's To The Crazy Ones", from Rob Siltanen, one of the advertising executives who helped put it all together. According to Stiltanen, Jobs was originally opposed to the TV spot.
[CEO of TBWA/Chiat/Day Advertising, Lee Clow] and I flew to Cupertino to play the spot in person to Jobs. Only the three of us were in the room. We played the spot once, and when it finished, Jobs said, “It sucks! I hate it! It’s advertising agency s--t! I thought you were going to write something like ‘Dead Poets Society!’ This is crap!”
At the end of the day, Steve Jobs ran with the campaign after Lee brought in Ken Segall -- someone whom Jobs had previously worked with -- to make a few minor adjustments to the spot.