He ended up not needing to. The agency was able to sell off the thirty-second time slot, but in an act
of passive defiance it didn’t sell the longer one. “We told them that we couldn’t sell the sixty-second slot,
though in truth we didn’t try,” recalled Lee Clow. Sculley, perhaps to avoid a showdown with either the
board or Jobs, decided to let Bill Campbell, the head of marketing, figure out what to do. Campbell,
a former football coach, decided to throw the long bomb. “I think we ought to go for it,” he told his team.
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.
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.
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
the way of the big evil
corporation’s plan for
and total mind control.
Tai-yü bowed to each one of them (with folded arms).
“Ask the young ladies in,” dowager lady Chia went on to say; “tell them a guest from afar has just arrived, one who comes for the first time; and that they may not go to their lessons.”
The servants with one voice signified their obedience, and two of them speedily went to carry out her orders.
Not long after three nurses and five or six waiting-maids were seen ushering in three young ladies. The first was somewhat plump in figure and of medium height; her cheeks had a congealed appearance, like a fresh lichee; her nose was glossy like goose fat. She was gracious, demure, and lovable to look at.
The second had sloping shoulders, and a slim waist. Tall and slender was she in stature, with a face like the egg of a goose. Her eyes so beautiful, with their well-curved eyebrows, possessed in their gaze a bewitching flash. At the very sight of her refined and elegant manners all idea of vulgarity was forgotten.
The third was below the medium size, and her mien was, as yet, childlike.
In their head ornaments, jewelry, and dress, the get-up of the three young ladies was identical.
Tai-yü speedily rose to greet them and to exchange salutations. After they had made each other’s acquaintance, they all took a seat, whereupon the servants brought the tea. Their conversation was confined to Tai-yü‘s mother,— how she had fallen ill, what doctors had attended her, what medicines had been given her, and how she had been buried and mourned; and dowager lady Chia was naturally again in great anguish.
“Of all my daughters,” she remarked,
“your mother was the one I loved best, and now in a twinkle,
she has passed away, before me too,
and I’ve not been able to so much as see her face.
How can this not make my heart sore-stricken?”