Here’s to the Crazy OnesLee Clow, the creative director at

Here’s to the Crazy OnesLee Clow, the creative director at Chiat/Day

who had done the great “1984” ad for the launch of the Macintosh, was

driving in Los Angeles in early July 1997 when his car phone rang.

 

It was Jobs. “Hi, Lee, this is Steve,” he said. “Guess what? Amelio just

resigned. Can you come up here?”

Apple was going through a review to select a new agency, and Jobs was

not impressed by what he had seen. So he wanted Clow and his firm, by

 

then called TBWAChiatDay, to compete for the business. “We have to

prove that Apple is still alive,” Jobs said, “and that it still

stands for something special.”

 

Clow said that he didn’t pitch for accounts. “You know our work,” he said.

But Jobs begged him. It would be hard to reject all the others that were

making pitches, including BBDO and Arnold Worldwide, and bring back

 

“an old crony,” as Jobs put it. Clow agreed to fly up to Cupertino with

something they could show. Recounting the scene years later, Jobs started to cry.

This chokes me up, this really chokes me up. It was so clear that Lee loved

 

Apple so much. Here was the best guy in advertising. And he hadn’t pitched

in ten years. Yet here he was, and he was pitching his heart out, because he

loved Apple as much as we did. He and his team had come up with this

 

brilliant idea, “Think Different.” And it was ten times better than anything

the other agencies showed. It choked me up, and it still makes me cry to

think about it, both the fact that Lee cared so much and also how brilliant his

 

“Think Different” idea was. Every once in a while, I find myself in the presence

of purity—purity of spirit and love—and I always cry. It always just reaches in

and grabs me. That was one of those moments. There was a purity about that

I will never forget. I cried in my office as

 

he was showing

me the idea, and

I still cry when

I think about it.

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