評論
打印
It took Vincent and his team two weeks to come up with an array of new options,
文森特及其團隊花了兩周時間拿出了一系列新的備選方案，
and he asked to present them at Jobs's house rather than the office, hoping that it would be a more relaxed environment.
他要求在喬布斯家里而不是辦公室中展示，希望這樣的環(huán)境更寬松。
Laying storyboards on the coffee table, he and Milner offered twelve approaches.
故事板架在茶幾上，文森特和米爾納共展出了12種方案。
One was inspirational and stirring.
A方案鼓舞人心，令人激動。
Another tried humor, with Michael Cera, the comic actor, wandering through a fake house making funny comments about the way people could use iPads.
B方案采用幽默手法，讓喜劇演員邁克爾·塞拉在一個假房子里針對人們使用iPad的方式發(fā)表有趣的評論。
Others featured the iPad with celebrities, or set starkly on a white background,
C方案用名人，D方案完全采用白色背景，
or starring in a little sitcom, or in a straightforward product demonstration.
E方案演繹一個小情景喜劇，F(xiàn)方案直截了當(dāng)?shù)剡M行產(chǎn)品演示，等等等等。
After mulling over the options, Jobs realized what he wanted.
在仔細考慮了這些方案后，喬布斯明白了自己想要什么。
Not humor, nor a celebrity, nor a demo.
不要幽默，不要名人，也不要產(chǎn)品演示。
"It's got to make a statement," he said. "It needs to be a manifesto. This is big."
“廣告要發(fā)出一份聲明，”喬布斯說，“它應(yīng)該是一個宣言，告訴人們iPad很了不起。”
He had announced that the iPad would change the world, and he wanted a campaign that reinforced that declaration.
他曾宣布iPad會改變世界，他希望廣告能夠強化自己的宣言。
Other companies would come out with copycat tablets in a year or so, he said, and he wanted people to remember that the iPad was the real thing.
喬布斯認為，在未來一年左右的時間里，其他公司會跟風(fēng)推出平板電腦，而他希望人們記住，iPad才是真正的平板電腦。
"We need ads that stand up and declare what we have done." He abruptly got out of his chair, looking a bit weak but smiling.
“我們需要這個廣告能夠站起來，向人們宣告我們的成就。”他突然離開了自己的椅子，有些虛弱，但笑著說。
"I've got to go have a massage now," he said. "Get to work."
“我要去做按摩了，開始干活兒吧。”
