乔布斯传之节选15

Cinderella

from Chapter 15

In the spring of 1983, when Jobs had begun to plan for the Macintosh launch, he asked for a commercial that was as revolutionary and astonishing as the product they had created. “I want something that will stop people in their tracks,” he said. “I want a thunderclap.”

The task fell to the Chiat/Day advertising agency.The person put in charge was a lanky beach bum with a bushy beard, wild hair, goofy grin, and twinkling eyes named Lee Clow, who was the creative director of the agency’s office in the Venice Beach section of Los Angeles. Clow was savvy and fun, in a laid-back yet focused way, and he forged a bond with Jobs that would last three decades.

Clow and two of his team, the copywriter Steve Hayden and the art director Brent Thomas, had been toying with a tagline that played off the George Orwell novel: “Why 1984 won’t be like 1984.” Jobs loved it, and asked them to develop it for the Macintosh launch. So they put together a storyboard for a sixty-second ad that would look like a scene from a sci-fi movie. It featured a rebellious young woman outrunning the Orwellian thought police and throwing a sledgehammer into a screen showing a mind-controlling speech by Big Brother.

The concept captured the zeitgeist of the personal computer revolution. Many young people, especially those in the counterculture, had viewed computers as instruments that could be used by Orwellian governments and giant corporations to sap individuality. But by the end of the 1970s, they were also being seen as potential tools for personal empowerment. The ad cast Macintosh as a warrior for the latter cause—a cool, rebellious, and heroic company that was the only thing standing in the way of the big evil corporation’s plan for world domination and total mind control.

Early in the third quarter of Super Bowl XVIII, the dominant Raiders scored a touchdown against the Redskins and, instead of an instant replay, television screens across the nation went black for an ominous two full seconds. Then an eerie black-and-white image of drones marching to spooky music began to fill the screen. More than ninety-six million people watched an ad that was unlike any they’d seen before. At its end, as the drones watched in horror the vaporizing of Big Brother, an announcer calmly intoned, “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’”

It was a sensation. That evening all three networks and fifty local stations aired news stories about the ad, giving it a viral life unprecedented in the pre–YouTube era. It would eventually be selected by both TV Guide and Advertising Age as the greatest commercial of all time.

Joy

1983年春，乔布斯开始计划麦金塔电脑的发布，他希望那部广告片能和自己所创造的产品一样，有革命性，令人惊奇。“我想要一种能让人们当场停下来观看的东西”，他说道，“我想要的是一声惊雷。”
    这个任务落在了Chiat/Day广告公司的肩上。负责这项工作的是李•克劳，他身材瘦髙，皮肤晒成了棕色，胡须浓密，头发蓬乱，喜欢憨笑，双眼熠熠放光，是Chiat/Day广告公司的创意总监，办公室就在洛杉矶威尼斯海滩。克劳经验丰富，为人风趣，看似散漫却很专心；至今他已经与乔布斯合作30年。
    克劳与其两位团队成员——文案史蒂夫•海登和艺术总监布伦特•托马斯，一直在玩味着一句反驳乔治•奥威尔小说的话：“这就是为什么1984不会变成《1984》。”乔布斯很喜欢这句话，并让他们加以演绎，用于麦金塔电脑的发布当中。于是，他们编写了一个60秒广告的故事脚本，看上去有点儿像科幻电影中的场景。广告讲述了一个反叛的年轻女子，从奥威尔式思想警察的追捕中逃脱，当老大哥正在大屏幕上进行控制人心的讲话时，她将大锤砸向屏幕。
    这个广告抓住了个人电脑革命的时代精神。许多年轻人，尤其是反主流文化人士，认为计算机是奥威尔式政府和大企业用以消除人们个性的工具。但在20世纪70年代末，电脑也被视做能够释放个人能量的工具。这则广告恰恰抓住了后一种心态，将麦金塔电脑塑造成为个人自由而战的斗士——面对邪恶的大企业意欲统治世界并实行完全的精神控制，唯有苹果这家冷静、反叛、英勇的公司能够阻止它。
    第十八届“超级碗”大赛中，突击者队和红人队比赛的第三节刚开始，占优势的突击者队就触底得分。但是，电视没有即时重播这一得分画面，相反，全美的电视屏幕突然诡异地黑屏了两秒钟。接着，屏幕上开始出现一幕可怕的黑白画面——一支队伍踩着令人毛骨悚然的音乐前进。超过9600万人观看了这则和以往任何广告都不一样的片子。广告的结尾处，人群惊恐地看着“老大哥”的消失，此时，旁白平静地念道：“1月24日，苹果电脑公司将推出麦金塔电脑。你将明白为什么1984不会变成《1984》。”
    这则广告红极一时。当天晚上，美国三大电视网和50个地方电视台都播放了关于该广告的新闻，让它在前YouTube时代获得了前所未有的病毒式的生命力。这则广告最终被《电视指南》和《广告时代》评为有史以来最伟大的商业广告。

晨曦

回复 1# Cinderella


    乔布斯在1983的春天决定开始麦金塔电脑的发布， 他对自己的作品给予了很大的厚望，盼望他们能像以前的作品那样具有革命性。我想要的是能让人们驻足观看的的成果，我想要的是一声惊雷。
这项任务落在了CWat/Day广告公司的肩上。该项工作的负责人为李.克劳，此人为Chiat/Day广告公司的创意总监，办公室就在洛杉矶威尼斯海滩，克劳经验丰富，十分风趣，看似散漫但内心十分坚定，做事专注。他与乔布斯已经合作将近30年。
克劳与其两位团队成员——文案史蒂夫•海登和艺术总监布伦特•托马斯，一直在玩味着一句反驳乔治•奥威尔小说的话：“这就是为什么1984不会变成《1984》。”乔布斯很喜欢这句话，并让他们继续将它发展下去，运用于麦金塔电脑当中。于是，他们编写了一个60秒广告的故事剧本，它看上去有点儿像科幻电影中的场景。广告讲述了一个反叛的年轻女子，从奥威尔式思想警察的追捕中逃脱，当老大哥正在大屏幕上进行控制人心的讲话时，她将大锤砸向屏幕。
这次的创意概念运用了个人电脑的革命精神。许多年轻人，特别是那些反传统文化的人，已经把电脑当做是一种工具，这种工具可以被奥威尔政府利用来消除人们的性格。但在20世纪70年代后期，电脑也被当作释放内在力量的潜在工具。这次的广告将麦金塔塑造成一个战士，恰好迎合了人们后一种心态，这个冷静，反叛的同时具有英雄主义的公司是唯一可以组织邪恶的大企业统治世界的途径。，
第十八届“超级碗”大赛中，突击者队和红人队比赛的第三节刚开始，占优势的突击者队就触底得分。但是，电视没有即时重播这一得分画面，相反，全美的电视屏幕突然诡异地黑屏了两秒钟。接着，屏幕上开始出现一幕可怕的黑白画面——一支队伍踩着令人毛骨悚然的音乐前进。超过9600万人观看了这则和以往任何广告都不一样的片子。广告的结尾处，人群惊恐地看着“老大哥”的消失，此时，旁白平静地念道：“1月24日，苹果电脑公司将推出麦金塔电脑。你将明白为什么1984不会变成《1984》。”
它引起了巨大的轰动。当天晚上，美国三大电视网和50个地方电视台都播放了关于该广告的新闻，让它在前YouTube时代赢得了前所未有的病毒般的生命力。这则广告最终被《电视指南》和《广告时代》评为史上最成功的商业广告。