Here's to the Crazy Ones
Lee 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 TBWA\Chiat\Day, 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.