When Jobs previewed the ad for the Apple sales force at the meeting in Hawaii, they were thrilled.
So he screened it for the board at its December 1983 meeting.
When the lights came back on in the boardroom, everyone was mute.
Philip Schlein, the CEO of Macy's California, had his head on the table.
Mike Markkula stared silently; at first it seemed he was overwhelmed by the power of the ad.
Then he spoke: "Who wants to move to find a new agency?"
Sculley recalled,"Most of them thought it was the worst commercial they had ever seen."
Sculley himself got cold feet.
He asked Chiat/Day to sell off the two commercial spots—one sixty seconds, the other thirty—that they had purchased.
Jobs was beside himself.
One evening Wozniak, who had been floating into and out of Apple for the previous two years, wandered into the Macintosh building.
Jobs grabbed him and said, "Come over here and look at this."
He pulled out a VCR and played the ad.
"I was astounded," Woz recalled. "I thought it was the most incredible thing."
When Jobs said the board had decided not to run it during the Super Bowl,
Wozniak asked what the cost of the time slot was. Jobs told him $800,000.
With his usual impulsive goodness, Wozniak immediately offered, "Well, I'll pay half if you will."