編譯：Vivian

This is the story of one of the most successful campaigns in the history of advertising. It’s the story of Apple’s ‘Think different’ campaign. We are not only talking about an original idea or a beautiful ad, the campaign actually worked, and how… During the 90’s Apple was in a crisis, and with only one campaign they have managed to climb out of this slump. Steve Jobs once said: “It only took 15 . . . 30 . . . maybe 60 seconds to re-establish Apple’s counter-culture image that it had lost during the 90s”.

蘋果的“Think different”是史上最成功的廣告之一。這并不僅僅因為它是一個精彩的創(chuàng)意或一支漂亮的廣告，關(guān)鍵是，它真的起作用……90年代，蘋果陷入危機，而一次廣告運動就讓他們得以翻身。史蒂夫·喬布斯（Steve Jobs）曾說過：“我們只用了15——30——或者60秒，就重建了蘋果曾在90年代丟失了的反傳統(tǒng)形象。”

Here you can see the television ad, but make sure you click continue to read the entire story and to see the amazing print campaign.

以下就是這支電視廣告，但請看完完整的背后故事以及那些精彩的印刷廣告。

背景簡介：《1984》是喬治奧韋爾在1948年所寫的關(guān)于極端法西斯主意的小說. 它描述了想象的未來，主題是1984年已經(jīng)沒有個人自由，所有的人都生活在政府的完全控制下。他們永遠(yuǎn)受到監(jiān)督和欺騙，以使局面看起來令人敬畏。這個廣告暗示蘋果將打破這種單調(diào)枯燥生活，使得1984年不會成為小說《1984》....如果...這行得通的話.....

在喬治奧威爾的小說《1984》中，人們的精神被“老大哥”徹底控制。而1984年的計算機產(chǎn)業(yè)也面臨著同樣的局面。觀眾們都明白，那個禁錮著用戶思想的“老大哥”指的是蘋果的競爭對手IBM。時任Chiat\Day 廣告公司創(chuàng)意總監(jiān)的李克洛曾經(jīng)回憶道：“這支廣告解釋了蘋果公司的哲學(xué)和目標(biāo)，那就是平民百姓——而非政府和大公司——才擁有掌管科技的權(quán)利。”

順便說一句，這個廣告的導(dǎo)演是《異形》和《角斗士》的導(dǎo)演。 這個片子被認(rèn)為拍出了1984的神髓，遠(yuǎn)超兩部名為1984的影片。附上字幕：

　　原版的“1984”廣告（QuickTime格式）
　　http://www.theapplecollection.com/Collection/AppleMovies/movies2.html

　　改版的“1984－2004”廣告（QuickTime格式）
　　http://www.apple.com/hardware/ads/1984/

　　喬治·歐威爾的小說《1984》（英文）
　　http://www.online-literature.com/orwell/1984/

History
歷史

In 1977 Steve Jobs founded Apple together with Steve Wozniak, Ronald Wayne and Mike Markkula. In 1985 Jobs resigned from Apple after losing a struggle with the board of directors. From that point on John Sculley, the CEO of Apple, made significant changes to the marketing strategy. He was not fond of the legendary 1984ad. But Jobs, Bill Campbell, Steve Wozniak, and Lee Clow (the creative director at Chiat/Day) convinced him to air it anyway and it became one of the most popular TV commercials in history. In 1985 Apple was not so lucky with it’s Lemmingsad, it was a complete flop. This led to the termination of the contract with Chiat/Day, which had handled Apple’s PR for its entire history.
1977年，史蒂夫·喬布斯與史蒂夫·沃茲（Steve Wozniak）、羅納德·韋恩（Ronald Wayne）、邁克·馬庫拉（Mike Markkula）共同創(chuàng)立了蘋果公司。1985年，在與董事會的斗爭失敗后，喬布斯辭職離開蘋果。自那時起，蘋果CEO約翰·史考利（John Sculley）在市場策略上做了顯著的改變。他不喜歡傳奇式的“1984”廣告，但喬布斯、比爾·坎貝爾（Bill Campbell）、史蒂夫·沃茲和李·克勞（Lee Clow ，TBWA全球首席創(chuàng)意官兼主席）說服了他，而這支廣告也成為史上最風(fēng)靡的電視廣告之一。蘋果1985年的“瘋狂旅鼠”廣告則沒有這么幸運，堪稱完敗。這也導(dǎo)致了蘋果與TBWA Chiat/Day的合約中止，此前，蘋果的所有公關(guān)由其負(fù)責(zé)。

From that point on Apple focussed on more conventionalads. Maybe this was the cause (maybe not) of the deterioration of Apple’s image. By that time Apple had lost hundreds of millions and cut thousands of jobs. Steve Jobs was disgusted by this and slowly regained control of the company. One of his top priorities was a renewal of Apple’s image. Lee Clow and his team from TBWA Chiat/Day said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century. They presented a new slogan and for Apple’s ads: Think Different (perhaps a reference to IBM’s famous “THINK” slogan).
從此蘋果將重心放在更為傳統(tǒng)的廣告，這也許是蘋果形象惡化的原因——當(dāng)然也可能不是。其時蘋果損失已達(dá)數(shù)億，并且裁減了數(shù)千職位。喬布斯對此感到厭煩，并慢慢重掌公司。他將蘋果形象的更新視為重中之重。TBWA Chiat/Day的李·克勞及他的團隊認(rèn)為，蘋果應(yīng)該與人的創(chuàng)造性、影響20世紀(jì)的重要人物“結(jié)盟”。他們?yōu)樘O果提出了一句新的廣告口號：Think Different。（這可能與IBM著名的廣告口號“THINK”相關(guān)。）

Jobs gave the group 17 days after approval to complete the entire campaign. That included the television commercial and billboards. A similar campaign for another client would have taken much longer just to get rights to the images. But Jobs pulled some strings to get usage rights from celebrities including Joan Baez (Jobs’ ex-girlfriend) and Yoko Ono (once a neighbour). If Clow had approached these people, he would be another adman. When Jobs called, he was a friend.
 口號通過后，喬布斯給了這支團隊17天去完成整個廣告的制作，包括電視廣告和廣告牌。一般來說，為其他客戶制作類似的廣告，這點時間連獲得這些肖像的使用權(quán)都遠(yuǎn)遠(yuǎn)不夠。但喬布斯通過運用一些關(guān)系，從瓊·貝茲（Joan Baez，喬布斯前女友）、大野洋子（喬布斯以前的鄰居）等名人處得到使用權(quán)。如果克勞去接近這些人，對她們而言，他只是“又一個”廣告人。當(dāng)喬布斯致電時，他是她們的朋友。

It all begun with the television commercial, which first aired on Sept. 28 1997, followed by the print ads, billboards and posters. In 1998 the television spot won the second annual primetime Emmy Award for best commercial from the Academy of Television Arts & Sciences (ATAS). The ad also won a Belding, a Silver Lion at Cannes. The long-term campaign won an Effie award for marketing effectiveness.

這次廣告運動的頭炮由1997年9月28日首播的電視廣告打響，隨之而來的是印刷廣告、廣告牌及招貼。1998年，這支電視廣告贏得了電視電影學(xué)會(ATAS)授予的第二屆年度黃金時段艾美獎之最佳廣告獎，以及貝爾丁獎及戛納銀獅獎。較長版本的廣告則因其營銷效果獲得艾菲獎。

The Campaign

廣告運動

The campaign consists of two main parts, there is a television commercial and a print campaign.
此次廣告運動包含兩個主體部分：電視廣告和印刷廣告。
 

The television commercial features black and white video footage of significant historical people of the past, including (in order) Albert Einstein, Bob Dylan, Martin Luther King, Jr.,Richard Branson, John Lennon (with Yoko Ono), R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if to see the possibilities before her.

電視廣告對過去的著名歷史人物進行了黑白特寫，依次包括愛因斯坦（Albert Einstein）, 鮑勃·迪倫（Bob Dylan）, 馬丁路德金（Martin Luther King, Jr.）, 理查德·布蘭森（Richard Branson）, 約翰·列儂（John Lennon）及大野洋子, 富勒（R. Buckminster Fuller）, 愛迪生（Thomas Edison）,阿里（Muhammad Ali）, 特德·特納（Ted Turner）, 瑪麗亞·卡拉斯（Maria Callas）, 甘地（Mahatma Gandhi）, 艾米莉亞·埃爾哈特（Amelia Earhart）,希區(qū)柯克（Alfred Hitchcock）, 瑪莎·葛蘭姆（Martha Graham）, 吉姆·漢森（Jim Henson）與青蛙柯密特(Kermit the Frog), 弗蘭克·勞埃德·賴特（Frank Lloyd Wright）及畢加索（Pablo Picasso）。廣告片以一個年輕女孩Shaan Sahota睜開眼睛為結(jié)尾，似乎她看到了未來的各種可能。

The text of the campaign is narrated by the American actor Richard Dreyfuss. Rumours say that Steve Jobs wrote the original text, for this spot it’s been changed a little.

廣告文本由美國演員理查德·德萊弗斯（Richard Dreyfuss）講述。坊間傳說腳本的初稿由喬布斯寫作而成，在實際拍攝中略有變動。

Text: Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

文本：獻給瘋狂的人、不合時宜的人、叛逆者及麻煩制造者。他們不喜歡規(guī)則。他們不尊重現(xiàn)狀。你可以響應(yīng)他們或否定他們，可以頌揚他們抑或詆毀他們，而你唯一不能做的是忽視他們，因為他們改變事物，他們推動人類前進。當(dāng)有些人把他們視為瘋子時，我們看到的是天才。因為瘋狂到認(rèn)為他們可以改變世界的人，就是真正改變世界的人。

Above you could see the 1 minute version of the television ad. But there has also been a 30 second version. It used many of the people above, but closed with Jerry Seinfeld, instead of the young girl. This commercial aired only once, during the series finale of Seinfeld.

以上是一分鐘版本的電視廣告，其實還另有30秒的版本。30秒版本的廣告運用了上述廣告中的許多人物，但改成以杰瑞·宋飛（Jerry Seinfeld）而非那個年輕女孩為結(jié)尾。該版廣告只在系列劇《宋飛傳》大結(jié)局時播放了一次。

The print campaign was much more elaborate than the television commercial. Over the years there have been dozens of different personalities on the posters. In the end it has become difficult to say which images are original, and which are fake. Below you can find 30 different posters from the Think different campaign which I believe are originals (please correct me if I’m wrong). After the first campaign, Apple started sending complimentary posters to public schools across the nation featuring different celebrities (including Pablo Picasso, Jane Goodall, and Ron Howard) to hang in classrooms. The complete packets now sell for hundreds of dollars on some websites.
印刷廣告較電視廣告更為復(fù)雜。這些年來，海報上已經(jīng)出現(xiàn)了數(shù)十個不同的人物形象，最后已經(jīng)很難講清哪個形象是原始的，哪個是仿造的。接下來你可以看到30個不同的、我認(rèn)為確實來自Think different廣告運動的海報（如有錯誤請即指正）。第一次廣告運動后，蘋果開始向全國的公立學(xué)校贈送不同的人物廣告海報，包括畢加索、珍·古德（Jane Goodall）和朗·霍華德（Ron Howard）等，用于在教室里懸掛。現(xiàn)在，全套完整的海報在有些網(wǎng)站上售價達(dá)數(shù)百美元。


 

Albert Einstein
A German-born Swiss-American theoretical physicist, philosopher and author who is widely regarded as one of the most influential and best known scientists and intellectuals of all time. He is often regarded as the father of modern physics.

艾爾伯特·愛因斯坦Albert Einstein

生于德國的瑞士-美籍理論物理學(xué)家、哲學(xué)家及作者，被視為有史以來最具影響力、最知名的科學(xué)家及知識分子。他經(jīng)常被提及的身份是現(xiàn)代物理學(xué)之父。

Alfred Hitchcock
An English filmmaker and producer who pioneered many techniques in the suspense and psychological thriller genres. He is considered as a master of suspense and horror films.

阿爾弗雷德·希區(qū)柯克Alfred Hitchcock

英國電影攝制者及制作人，首創(chuàng)了懸疑及心理驚悚電影流派的許多技術(shù)，被視為懸疑、驚悚電影大師。

Amelia Earhart
An American Aviatrix who made a solo flight across the Atlantic, followed by several solo long-distance record flights in the United States. She was the first woman to receive the Distinguished Flying Cross.

 艾米莉亞·埃爾哈特Amelia Earhart

美國女飛行家，曾做橫跨大西洋的單人飛行，其后還創(chuàng)下了數(shù)次單人長途飛行的美國記錄，是第一位被授予杰出飛行十字勛章的女性。

Ansel Adams
Was an American photographer and environmentalist, best known for his black-and-white photographs of the American West.

安塞爾·亞當(dāng)斯Ansel Adams

美國攝影師及環(huán)保分子，最為知名的是他拍攝的美國西部黑白照片。

Bill Bernbach
Was a legendary figure in the history of American advertising. He was one of the three founders of Doyle Dane Bernbach (DDB) and directed ad campaigns such as “Think Small” for Volkswagen Beetle.

比爾·伯恩巴克Bill Bernbach

美國廣告史上的傳奇人物。DDB三大創(chuàng)始人之一，為大眾甲殼蟲執(zhí)導(dǎo)過“想想還是小的好（Think Small）”等廣告。

Bob Dylan
Is an American singer-songwriter and musician. He has been a major figure in popular music for five decades

鮑勃·迪倫Bob Dylan

美國創(chuàng)作歌手，近五十年來流行樂壇的重要人物。

Buzz Aldrin
On July 20, 1969, he was the second person to set foot on the Moon, following mission commander Neil Armstrong.

巴茲·奧爾德林Buzz Aldrin

1969年7月20日，跟在任務(wù)指揮官尼爾·阿姆斯特朗（Neil Armstrong）之后第二個踏上月球的人。

Charlie Chaplin
Was an English comic actor and film director of the silent film era, and became one of the best-known film stars in the world before the end of the First World War.

查理·卓別林Charlie Chaplin

默片時代的英國喜劇演員、電影導(dǎo)演，成為一戰(zhàn)結(jié)束前全世界最著名的電影明星之一。

Eleanor Roosevelt
Was the First Lady of the United Statesfrom 1933 to 1945. She supported the New Deal policies of her husband, Franklin Delano Roosevelt, and became an advocate for civil rights.

埃莉諾·羅斯福Eleanor Roosevelt
1933年至1945年的美國第一夫人。支持她丈夫富蘭克林·羅斯福的新政，成為公民權(quán)益的倡導(dǎo)者。

Francis Ford Coppola
Is an Italian-American film director, producer and screenwriter. He is primarily known for directing the Godfather films and Apocalypse Now.

弗蘭西斯·福特·科波拉Francis Ford Coppola

意裔美國電影導(dǎo)演、制片人及編劇。主要因其執(zhí)導(dǎo)的《教父》系列電影及《現(xiàn)代啟示錄》而知名。

Flik the ant
The main protagonist of the Pixar Studios animated film A Bug’s Life. Flik is a pavement ant with grand ideas on how to improve life, but he is constantly put down by other, more serious ants for his ideas and inventions that do not seem to work. Steve Jobs is also the CEO of Pixar, that’s probably why they used this image.

螞蟻飛力Flik the ant

皮克斯工作室動畫電影《蟲蟲危機》的主角。飛力是一只在改進生活方面具有偉大想法的鋪道蟻，但它那些似乎不起作用的想法和發(fā)明總是遭到其他更為“莊重嚴(yán)肅”的螞蟻們的貶低和打擊。喬布斯同時是皮克斯的CEO，這也許是他們選用螞蟻飛力形象的原因。

Frank Capra
was a Sicilian-born American film director and a creative force behind a number of films of the 1930s and 1940s.

弗蘭克·卡普拉Frank Capra

生于西西里的美國電影導(dǎo)演，20世紀(jì)三四十年代大量電影的幕后創(chuàng)新力量。

Jackie Robinson
was the first African American Major League Baseball (MLB) player of the modern era.

杰基魯濱遜Jackie Robinson

現(xiàn)代第一位美國職棒大聯(lián)盟的非洲球員。

Jane Goodall

Is a British primatologist, ethologist, anthropologist, and UN Messenger of Peace. She is well-known for her 45-year study of chimpanzee social and family interactions in Gombe Stream National Park, Tanzania, and for founding the Jane Goodall Institute.

珍古德Jane Goodall

英國靈長類動物學(xué)家、生態(tài)學(xué)家、人類學(xué)家，聯(lián)合國和平使者。因其在坦桑尼亞岡貝河國家公園對黑猩猩的社會和家庭關(guān)系長達(dá)45年的研究及創(chuàng)立珍古德研究所而著名。

Jim Henson & Kermit
Was one of the most widely known puppeteers in American history and was the creator of The Muppets. On this image he is posing together with Kermit his most famous Muppet creation, first introduced in 1955. Kermit is the main protagonist of many Muppet projects, most notably as the host of The Muppet Show.

吉姆·漢森與科密特Jim Henson & Kermit

美國歷史上最著名的木偶大師之一，The Muppets品牌的創(chuàng)建者。在這張海報上，他與他最著名的布偶作品——最早出現(xiàn)于1955年的青蛙科密特一起出現(xiàn)?？泼芴厥窃S多木偶劇的主角，其中最著名的是《大青蛙布偶秀》。

Jimi Hendrix
Was an American guitarist, singer and songwriter. He is often considered to be the greatest electric guitarist in the history of rock music.

吉米·亨德里克斯Jimi Hendrix

美國吉他手、歌手、創(chuàng)作者。常被視為搖滾樂史上最偉大的電子吉他手。

Joan Baez
An American folk singer, songwriter and activist. Baez has a distinctive vocal style, with a strong vibrato, and her recordings have included topical songs and material dealing with social issues.

瓊·貝茲Joan Baez

美國民謠創(chuàng)作歌手、活動家。貝茲聲線獨特，顫音強烈，她的唱片中包括熱門歌曲及以社會問題為素材的歌曲。

John Huston
Was an American filmmaker, screenwriter and actor.

約翰·休斯頓John huston

美國電影制作人、編劇及演員。

John Lenon & Yoko Ono
The famous Beatle John Lenon and his wife Yoko Ono Together invented a form of peace protest by staying in bed while being filmed and interviewed.

約翰·列儂&大野洋子John Lenon & Yoko Ono

著名的披頭士約翰·列儂與他的妻子大野洋子一起發(fā)明了一種和平抗議的方法：當(dāng)被拍攝和采訪的時候，呆在床上。

Mahatma Ghandi
Was the pre-eminent political and spiritual leader of India during the Indian independence movement. He was one of the gentlest of men, a devout and almost mystical Hindu, but he had an iron core of determination. Nothing could change his convictions.

圣雄甘地Mahatma Ghandi

印度獨立運動時期卓越的政治及精神領(lǐng)袖，最溫和的人，虔誠甚至神秘的印度人，但他以鋼鐵般的決心為核，他的信念無人能改變。

Maria Callas
An American-born Greek soprano and one of the most renowned opera singers of the 20th century.

瑪麗亞·卡拉斯Maria Callas

出生于美國的希臘女高音，20世紀(jì)世界最知名的歌劇歌手之一。

Martha Graham
An American dancer choreographer regarded as one of the foremost pioneers of modern dance, whose influence on dance can be compared to the influence Stravinsky had on music, Picasso had on the visual arts, or Frank Lloyd Wright had on architecture.

瑪莎·葛蘭姆Martha Graham

美國編舞及演出者，被視為現(xiàn)代舞最重要的先鋒，其對舞蹈的影響力堪比斯特拉文斯基對音樂的影響、畢加索對視覺藝術(shù)的影響，或者弗蘭克·勞埃德·賴特對建筑的影響。

Miles Davis
Was an American jazz trumpeter, bandleader, and composer.
Widely considered one of the most influential musicians of the 20th century, Miles Davis was, with his musical groups, at the forefront of almost every major development in jazz from World War II to the 1990s.

邁爾斯·戴維斯Miles Davis

美國爵士樂小號手、樂隊指揮及作曲家，被視為20世紀(jì)最具影響力的音樂家之一。自二戰(zhàn)起至20世紀(jì)90年代，邁爾斯·戴維斯與他的樂團，幾乎處于爵士樂每一次重要發(fā)展的前沿。

Muhamed Ali
An American boxer and three-time World Heavyweight Champion, who is widely considered one of the greatest heavyweight championship boxers of all time.

穆罕默德·阿里Muhamed Ali

美國拳擊手，三屆世界重量級冠軍，被視為史上最偉大的重量級冠軍之一。

Nelson Mandela
Served as President of South Africa from 1994 to 1999, the first South-African president to be elected in a fully representative democratic election. Before his presidency, Mandela was an anti-apartheid activist.

納爾遜·曼德拉Nelson Mandela

1994至1999年的南非總統(tǒng)，第一位由全民代表選舉出的南非總統(tǒng)。總統(tǒng)生涯以前，曼德拉是一位反種族隔離活動家。

Pablo Picasso
Was a Spanish painter, draughtsman, and sculptor. He is best known for co-founding the Cubist movement and for the wide variety of styles embodied in his work.

巴勃羅·畢加索Pablo Picasso

西班牙畫家、繪圖師和雕塑家。最為知名的是作為立體派繪畫運動的聯(lián)合發(fā)起者，以及作品中體現(xiàn)的多樣風(fēng)格。

Paul Rand
An American graphic designer, best known for his corporate logo designs, including the logos for IBM, UPS, Westinghouse, ABC, and Steve Jobs’ NeXT.

保羅·蘭德Paul Rand

美國平面設(shè)計師，最知名的是其公司LOGO設(shè)計，包括IBM、UPS、西屋公司、ABC以及史蒂夫·喬布斯的NeXT。

Ted Turner
An American media mogul and philanthropist. As a businessman, he is known as founder of the cable news network CNN, the first dedicated 24-hour cable news channel.

特德·特納Ted Turner

美國媒體大亨和慈善家。作為商人，他是有線新聞網(wǎng)絡(luò)CNN的創(chuàng)始人，首個提供24小時有線新聞的頻道。

Thomas Edison
An American inventor, scientist and businessman who developed many devices that greatly influenced life around the world, including the phonograph, the motion picture camera, and a long-lasting, practical electriclight bulb.

托馬斯·愛迪生Thomas Edison
美國發(fā)明家、科學(xué)家和商人，發(fā)明了極大影響整個世界的許多設(shè)備，包括留聲機、攝像機和持久耐用的電燈泡。

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