乔布斯传 第405期:致疯狂的人(1)

 Here's to the Crazy Ones 致疯狂的人

Lee Clow, the creative director at Chiat/Day who had done the great "1984" ad for the launch¹ of the Macintosh, 李·克劳是Chiat/Day广告公司的创意总监，正是他为麦金塔电脑的上市打造了震撼的广告片——“1984”。

was driving in Los Angeles in early July 1997 when his car phone rang. It was Jobs. 1997年7月初的一天，他正驾车行驶于洛杉矶，这时车载电话响了，是乔布斯打来的。

"Hi, Lee, this is Steve," he said. "Guess what? Amelio just resigned. Can you come up here?" “嗨，李，我是史蒂夫，”乔布斯说，“你猜怎么着？阿梅里奥刚刚辞职了。你能过来一趟吗？”

Apple was going through a review to select a new agency², and Jobs was not impressed by what he had seen. 苹果当时正在挑选新的广告代理商，而乔布斯还没有看到满意的。

So he wanted Clow and his firm, by then called TBWA\Chiat\Day, to compete for the business. 所以他希望克劳和他的公司（当时已经改名为TBWA\Chiat\Day）来参与竞争。

"We have to prove that Apple is still alive," Jobs said, "and that it still stands for something special." “我们必须证明苹果仍然生机勃勃，”乔布斯说，“而且它仍然代表着与众不同。”

Clow said that he didn't pitch for accounts. 克劳说他不参与广告比稿。

"You know our work," he said. But Jobs begged him. “你知道我们的水平，”他说。然而乔布斯开始恳求，

It would be hard to reject all the others that were making pitches, 他说很难拒绝其他参与比稿的广告代理，

including BBDO and Arnold Worldwide, and bring back "an old crony," as Jobs put it. 包括BBDO和阿诺国际传播--而直接起用“老关系”。

Clow agreed to fly up to Cupertino with something they could show. 克劳于是同意带一些创意脚本飞到库比蒂诺。

1 launch   

vt.发动，推出；发射；n.发射，下水，投产

参考例句：

• The makers are about to launch out a new product.制造商们马上要生产一种新产品。
• Would it be wise to launch into this rough sea?在这样汹涌的大海中游泳明智吗？

2 agency   

n.经办；代理；代理处

参考例句：

• This disease is spread through the agency of insects.这种疾病是通过昆虫媒介传播的。
• He spoke in the person of Xinhua News Agency.他代表新华社讲话。