关于「 Think Different 」

我几天我们自己公众号上发了一个招聘直男的公告，尽管收到了不少简历，但单纯一点说，作为某种有争议的品牌 PR 的意义好比招聘更大一些。

主动招惹争议，可能是我们最近到将来狠长一个周期里的推广策略。

讲回到 「 Think Different 」，实际上这个广告当初打动我的并不是视频这个版本（尤其是这个我自己都没看过的乔布斯配音版），而是它在海报上的这段全文。我觉得这可能是 TBWA 自有公司以来出过的最像样的文案了：

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 praise them,
quote them,
disagree with them,
disbelieve them,
glorify or vilify them.
About the only thing that you can't do is ignore them.

Because they change things.

They invent.
They imagine.
They heal.
They explore.
They create.
They inspire.
They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art?

Or sit in silence and hear a song that's never been written?

Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people .

While some may see them as the crazy ones, we see genius.

Because the people who are crazy enough to think that they can change the world, are the ones who do.

每次我看到加粗的这些话的时候，多少都会有所触动，也就忽略了那句电视版没有的广告词了。

发现的编辑器有英语句子格式的自动优化，却没有单词的自动换行符，非常诡异。。

汪撕葱

2017.2.22