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Jobs and Clow agreed that Apple was one of the great brands of the world,
喬布斯和克勞一致認(rèn)為蘋(píng)果是世界上最偉大的品牌之一，
probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it.
如果加上感情因素可能排進(jìn)前五名，但是需要讓大家意識(shí)到它的與眾不同之處。
So they wanted a brand image campaign, not a set of advertisements featuring products.
所以他們想要一個(gè)品牌形象宣傳，而不是一系列突出產(chǎn)品的廣告。
It was designed to celebrate not what the computers could do, but what creative people could do with the computers.
其創(chuàng)意目的并不是贊美計(jì)算機(jī)可以做什么，而是贊美富有創(chuàng)造力的人們?cè)谟?jì)算機(jī)的輔助下可以做什么。
"This wasn't about processor speed or memory," Jobs recalled. "It was about creativity."
“這不是在說(shuō)處理器速度或者內(nèi)存喬布斯回憶說(shuō)，“而是在說(shuō)創(chuàng)造力。”
It was directed not only at potential customers, but also at Apple's own employees:
它的目標(biāo)受眾不僅僅是潛在的顧客，還包括蘋(píng)果自己的員工。
"We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are.
“我們蘋(píng)果的員工已經(jīng)忘記了自己是誰(shuí)。要回想起你是誰(shuí)的方法之一，就是要想起你的偶像是誰(shuí)。
That was the genesis of that campaign."
這就是那次宣傳活動(dòng)的緣起。”
Clow and his team tried a variety of approaches that praised the "crazy ones" who "think different."
克勞和他的團(tuán)隊(duì)嘗試了很多種方式去贊美那些“非同凡想”的“狂人”。
They did one video with the Seal song "Crazy" ("We're never gonna survive unless we get a little crazy"),
他們用席爾的歌曲《瘋狂》（“若不瘋狂，便會(huì)滅亡...”）做了一段視頻，
but couldn't get the rights to it.
但是沒(méi)能拿到這首歌的版權(quán)。
Then they tried versions using a recording of Robert Frost reading "The Road Not Taken"
之后他們又嘗試了各種版本，用過(guò)美國(guó)詩(shī)人羅伯特·弗羅斯特朗誦《未選擇的路》的錄音，
and of Robin Williams's speeches from Dead Poets Society.
也用過(guò)羅賓·威廉姆斯在《死亡詩(shī)社》中的演講錄音。
Eventually they decided they needed to write their own text; their draft began, "Here's to the crazy ones."
最終他們決定，需要撰寫(xiě)原創(chuàng)的廣告詞，于是他們開(kāi)始寫(xiě)初稿，開(kāi)頭就是：“致瘋狂的人。”
