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Here's to the Crazy Ones
致瘋狂的人
Lee Clow, the creative director at Chiat/Day who had done the great "1984" ad for the launch of the Macintosh,
李·克勞是Chiat/Day廣告公司的創意總監，正是他為麥金塔電腦的上市打造了震撼的廣告片——“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，他正駕車行駛于洛杉磯，這時車載電話響了，是喬布斯打來的。
"Hi, Lee, this is Steve," he said. "Guess what? Amelio just resigned. Can you come up here?"
“嗨，李，我是史蒂夫，”喬布斯說，“你猜怎么著？阿梅里奧剛剛辭職了。你能過來一趟嗎？”
Apple was going through a review to select a new agency, and Jobs was not impressed by what he had seen.
蘋果當時正在挑選新的廣告代理商，而喬布斯還沒有看到滿意的。
So he wanted Clow and his firm, by then called TBWA\Chiat\Day, to compete for the business.
所以他希望克勞和他的公司（當時已經改名為TBWA\Chiat\Day）來參與競爭。
"We have to prove that Apple is still alive," Jobs said, "and that it still stands for something special."
“我們必須證明蘋果仍然生機勃勃，”喬布斯說，“而且它仍然代表著與眾不同?！?/div>
Clow said that he didn't pitch for accounts.
克勞說他不參與廣告比稿。
"You know our work," he said. But Jobs begged him.
“你知道我們的水平，”他說。然而喬布斯開始懇求，
It would be hard to reject all the others that were making pitches,
他說很難拒絕其他參與比稿的廣告代理，
including BBDO and Arnold Worldwide, and bring back "an old crony," as Jobs put it.
包括BBDO和阿諾國際傳播--而直接起用“老關系”。
Clow agreed to fly up to Cupertino with something they could show.
克勞于是同意帶一些創意腳本飛到庫比蒂諾。
