文案与商业写作2011forbes.com
苹果“Think Different”广告背后的真实故事
The Real Story Behind Apple's 'Think Different' Campaign
导读
文章讲述Apple“Think Different”广告的幕后故事，重点是Jobs看提案时从恐惧、抗拒到当场拍板的转折，评论区还补充了最终文案与被否版本的对比。对写作者来说，这篇值得读：它展示了如何用具体场景写出决策瞬间，也提醒人文案成败常藏在细节里。
可以直接用的写作要点
- 01
写关键决策时别只写结论，要写出人物先恐惧、抗拒，再自我说服的瞬间，让转折可信。
- 02
文案的力量藏在细节：对比最终版和被否版，删掉空泛的“invent and imagine and create”式表达，保留更具体、更有节奏的句子。
- 03
可以用短句和排比制造节奏，但每个短句都要有具体意象，比如“方孔里的圆钉”，不要只堆形容词。
- 04
借鉴成熟创意格式时，要换核心素材并注入自己的观点，同时清楚自己借了什么，避免无意识模仿。
HN 评论精选
写决策要写出恐惧与自我说服的内心转折，让行动可信。
文章有一段非常精彩的段落。设想场景：Jobs看提案时真的被恐惧抓住——那种意识到前方有巨大机会、但必须跳下悬崖才能抓住时的恐惧。他意识到恐惧抓住了自己，然后把它推开。“我在干什么？”他问自己，“去它的。这是对的事。”然后他跳下悬崖，向拯救Apple迈出一大步。完整段落大意是：Jobs起初沉默但很感兴趣；他说“这很棒……但我不能做。人们已经觉得我自大，把Apple logo和这些天才并列会让我被媒体刺穿。”房间一片寂静，提案团队以为完蛋。Jobs停顿后像对自己说：“我在干什么？去它的。这是对的。很棒。明天再谈。”几秒内他彻底转向。
martinkallstrom查看英文原文
There is an amazing, astounding paragraph in this article. Picture the scene. Steve Jobs looks at the pitch, and is actually, viscerally grabbed by fear. The fear that all of us experience once in a while when we realize there is a big opportunity ahead, but one that we need to jump off the cliff to grab. And he realizes the fear has grabbed him, and he pushes it away. "What am I doing?" he asks himself. "Screw it. It’s the right thing." And he jumps off the cliff, taking one great leap towards saving Apple. Here's the paragraph in full: "Jobs was quiet during the pitch, but he seemed intrigued throughout, and now it was time for him to talk. He looked around the room filled with the “Think Different” billboards and said, “This is great, this is really great … but I can’t do this. People already think I’m an egotist, and putting the Apple logo up there with all these geniuses will get me skewered by the press.” The room was totally silent. The “Think Different” campaign was the only campaign we had in our bag of tricks, and I thought for certain we were toast. Steve then paused and looked around the room and said out loud, yet almost as if to his own self, “What am I doing? Screw it. It’s the right thing. It’s great. Let’s talk tomorrow.” In a matter of seconds, right before our very eyes, he had done a complete about-face."
文案成败在细节：空泛动词堆砌像小孩作文，具体意象和节奏才有力。
最终Apple TV版文案是：“致疯狂的人。不合群者。反叛者。惹事者。方孔里的圆钉。看见不同的人。他们不喜欢规则，也不尊重现状。你可以引用、反对、赞美或诋毁他们。唯一不能做的是忽视他们。因为他们改变事物。他们推动人类前进。有人视他们为疯子，我们视其为天才。因为疯狂到认为自己能改变世界的人，才是真正改变世界的人。”而被Jobs骂“烂透了！我讨厌它！这是广告公司的狗屎！”的版本是：“致疯狂的人。致不合群者。反叛者。惹事者。致看见世界不同的人。他们是发明、想象和创造的人。他们推动人类前进。有人视他们为疯子，我们视其为天才。因为疯狂到相信自己能改变世界的人，才是真正改变世界的人。”魔鬼在细节；我也受不了“他们是发明、想象和创造的人”这句，像小孩写的。另注意Jobs几乎当场选定整个概念，尽管表达了疑虑；多数人会睡一觉再决定，他立刻决定，值得敬佩。
acqq查看英文原文
The final Apple TV version: "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. 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." The version for which Jobs said "It sucks! I hate it! It's advertising agency shit!": "To the crazy ones. Here's to the misfits. The rebels. The troublemakers. Here's to the ones who see the world differently. They're the ones who invent and imagine and create. They're the ones who push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to believe they can change the world are the ones who actually do." The devil is in the details. I'd be also very unsatisfied with the line: "They're the ones who invent and imagine and create." Like a kid writing. Also note that Jobs practically selected the whole concept, before, "on the spot" even if he expressed doubts -- most people would "sleep over it" or whatever -- he decided immediately. Really to be respected.
创意可以借用成熟格式，但本质上是换素材的衍生，写作者要自知并加入自己的东西。
Think Different概念最大的贡献者似乎是创作Nike运动员广告的人。Think Different基本沿用同样风格和格式，只是把运动员换成历史人物，相当衍生。Jobs在谈Think Different时也提到Nike广告。
staunch查看英文原文
Seems that the biggest contributor to the Think Different concept was whoever created Nike's athlete ads. Think Different follows essentially the same style/format but instead starring athletes it stars historical figures. Really quite derivative. Jobs even mentions the Nike ads in a talk about Think Different: http://www.youtube.com/watch?v=5vNjpgLD0Xw
好故事要用细节把多条线索串起来，同时避免重复同一缺点。
我真希望艾萨克森的乔布斯传记能有这种细节。我很喜欢读不同线索如何汇合，最终做出Think Different广告。我常觉得传记细节太简略，而在重复乔布斯的缺点时又太啰嗦。总的来说这本书鼓舞人，但我觉得它好看并非因为艾萨克森的写作。
richardburton查看英文原文
I wish that the Isaacson's biography of Jobs had contained this level of detail. I just love reading about how all the different threads of the story came together to produce the Think Different commercial. I often found the biography to be brief on detail and too verbose when it came to repeating Jobs's flaws. Overall the book was inspiring but I felt it was despite, not because of, Isaacson's writing.
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