“Well, we’ve got to finish it,” Steve Capps said. And so they did. Once again, Jobs’s reality distortion field pushed them to do what they had thought impossible. On Friday Randy Wigginton brought in a huge bag of chocolate-covered espresso beans for the final three all-nighters. When Jobs arrived at work at 8:30 a.m. that Monday, he found Hertzfeld sprawled nearly comatose on the couch. They talked for a few minutes about a remaining tiny glitch, and Jobs decreed that it wasn’t a problem. Hertzfeld dragged himself to his blue Volkswagen Rabbit (license plate: MACWIZ) and drove home to bed. A short while later Apple’s Fremont factory began to roll out boxes emblazoned with the colorful line drawings of the Macintosh. Real artists ship, Jobs had declared, and now the Macintosh team had.

“好吧，我们得完成它。”史蒂夫·卡普斯说道。他们做到了。又一次，乔布斯用自己的现实扭曲力场让团队成员完成了自认为不可能完成的任务。周五，为熬过最后三个通宵，兰迪·威金顿带来了一大包浓缩咖啡巧克力豆。1月16日周一早晨8点半，乔布斯来到公司，发现赫茨菲尔德趴在沙发上，几近昏睡。他们聊了萌剩下的一些细微毛病，乔布斯认为这不成问题。赫茨菲尔德拖着疲惫的身子钻进自己的蓝色大众髙尔夫（车牌MACWIZ），开车回家睡觉。过了一会儿，苹果公司位于弗雷蒙的工厂开始生产印有彩色条纹苹果标志的盒子。乔布斯曾称，真正的艺术家总能完成作品，现在他们名副其实。

The “1984” Ad

1984广告片

In the spring of 1983, when Jobs had begun to plan for the Macintosh launch, he asked for a commercial that was as revolutionary and astonishing as the product they had created. “I want something that will stop people in their tracks,” he said. “I want a thunderclap.” The task fell to the Chiat/Day advertising agency, which had acquired the Apple account when it bought the advertising side of Regis McKenna’s business. The person put in charge was a lanky beach bum with a bushy beard, wild hair, goofy grin, and twinkling eyes named Lee Clow, who was the creative director of the agency’s office in the Venice Beach section of Los Angeles. Clow was savvy and fun, in a laid-back yet focused way, and he forged a bond with Jobs that would last three decades.

1983年春，乔布斯开始计划麦金塔电脑的发布，他希望那部广告片能和自己所创造的产品一样富有革命性，令人惊奇。“我想要一种能让人们当场停下来观看的东西他说道，“我想要的是一声惊雷。”这个任务落在了Chiat/Day广告公司的肩上，该公司在收购了里吉斯·麦肯纳的广告业务后，拿下了苹果公司的合同。负责这项工作的是李·克劳（LeeClow），他身材瘦髙，皮肤晒成了棕色，胡须浓密，头发蓬乱，喜欢憨笑，双眼熠熠放光，他是Chiat/Day广告公司的创意总监，办公室就在洛杉矶威尼斯海滩。克劳经验丰富，为人风趣，看散漫却很专心；至今，他与乔布斯之间的合作已走过了30年。

Clow and two of his team, the copywriter Steve Hayden and the art director Brent Thomas, had been toying with a tagline that played off the George Orwell novel: “Why 1984 won’t be like 1984.” Jobs loved it, and asked them to develop it for the Macintosh launch. So they put together a storyboard for a sixty-second ad that would look like a scene from a sci-fi movie. It featured a rebellious young woman outrunning the Orwellian thought police and throwing a sledgehammer into a screen showing a mind-controlling speech by Big Brother.

当时，克劳同其两位团队成员——文案史蒂夫·海登（SteveHayden）和艺术总监布伦特·托马斯（BrentThomas），一直在玩味着一句反驳乔治·奥威尔小说的话：“这就是为什么1984不会变成《1984》。”乔布斯很喜欢这句话，并让他们加以演绎，用于麦金塔电脑的发布当中。于是，他们编写了一个60秒广告的故事脚本，看上去有点儿像科幻电影中的场景。广告讲述了一个反叛的年轻女子，从奥威尔式思想警察的追捕中逃脱，当老大哥正在大屏幕上进行控制人心的讲话时，她将大锤砸向屏幕。

The concept captured the zeitgeist of the personal computer revolution. Many young people, especially those in the counterculture, had viewed computers as instruments that could be used by Orwellian governments and giant corporations to sap individuality. But by the end of the 1970s, they were also being seen as potential tools for personal empowerment. The ad cast Macintosh as a warrior for the latter cause—a cool, rebellious, and heroic company that was the only thing standing in the way of the big evil corporation’s plan for world domination and total mind control.

这个广告抓住了个人电脑革命的时代精神。许多年轻人，尤其是反主流文化人士，认为计算机是奥威尔式政府和大企业用以消除人们个性的工具。但在20世纪70年代末，电脑也被视做能够释放个人能量的工具。这则广告恰恰抓住了后一种心态，将麦金塔电脑塑造成为个人自由而战的斗士——面对邪恶的大企业意欲统治世界并实行完全的精神控制，唯有苹果这家冷静、反叛、英勇的公司能够阻止它。

Jobs liked that. Indeed the concept for the ad had a special resonance for him. He fancied himself a rebel, and he liked to associate himself with the values of the ragtag band of hackers and pirates he recruited to the Macintosh group. Even though he had left the apple commune in Oregon to start the Apple corporation, he still wanted to be viewed as a denizen of the counterculture rather than the corporate culture.

乔布斯喜欢这个创意。事实上，这则广告的观念与他有着特殊的共鸣。乔布斯幻想自己是一个反叛者，他招入麦金塔团队的人都充满了黑客气质和海盗精神，他喜欢将自己与这种价值观联系起来。在打造麦金塔电脑的时候，他们还在办公楼挂起了海盗旗。尽管乔布斯离开位于俄勒冈州的“苹果社区”创办了苹果公司，但他仍然希望别人将自己看做是一个反主流文化的人，而非大企业文化的代言人。

But he also realized, deep inside, that he had increasingly abandoned the hacker spirit. Some might even accuse him of selling out. When Wozniak held true to the Homebrew ethic by sharing his design for the Apple I for free, it was Jobs who insisted that they sell the boards instead. He was also the one who, despite Wozniak’s reluctance, wanted to turn Apple into a corporation and not freely distribute stock options to the friends who had been in the garage with them. Now he was about to launch the Macintosh, a machine that violated many of the principles of the hacker’s code: It was overpriced; it would have no slots, which meant that hobbyists could not plug in their own expansion cards or jack into the motherboard to add their own new functions; and it took special tools just to open the plastic case. It was a closed and controlled system, like something designed by Big Brother rather than by a hacker.

但他内心深处意识到，自己正日益摒弃黑客精神。有些人甚至指责乔布斯出卖了黑客精神。当沃兹尼亚克秉承家酿计算机俱乐部的准则，免费分享自己对AppleI电脑的设计时，乔布斯坚持将产品（主板）卖给俱乐部的成员。尽管沃兹尼亚克不愿意，但乔布斯想让苹果成为一家商业公司，让它上市，而不是无偿地向曾在车库里一起奋战的朋友分发股票期权。现在，乔布斯要推出麦金塔电脑，他很清楚这一产品违背了黑客信条的许多原则。麦金塔电脑的价格过高，不设插槽，这样电脑爱好者就无法插入自己的扩展卡或在主板上添加自己期望的新功能。他甚至将麦金塔电脑设计成一个无法从外部进入的电脑，光是打开塑料外壳就需要用到特殊工具。麦金塔电脑是一个封闭和受控的系统，它更像是“老大哥”设计的东西，而非出自黑客之手。

So the “1984” ad was a way of reaffirming, to himself and to the world, his desired self-image. The heroine, with a drawing of a Macintosh emblazoned on her pure white tank top, was a renegade out to foil the establishment. By hiring Ridley Scott, fresh off the success of Blade Runner, as the director, Jobs could attach himself and Apple to the cyberpunk ethos of the time. With the ad, Apple could identify itself with the rebels and hackers who thought differently, and Jobs could reclaim his right to identify with them as well.

因此，乔布斯希望通过“1984”广告片向自己和世界重新确立他所希冀的自我形象。广告中的女主角是意图挫败老大哥世界的反叛者，她穿着纯白色背心，上面印有一台麦金塔电脑。刚刚凭借《银翼杀手》（BladeRunner）一片大获成功的雷德利·斯科特（RidleyScott）被乔布斯起用，作为广告片的导演。乔布斯借此可以将自己和苹果公司与那个时代的赛博朋克精神联系起来。通过这则广告，苹果公司能够在那帮想法与众不同的叛道者和黑客之中获得认同，而乔布斯也能重塑自己的形象。