1.13b Reading: Steve Jobs Video, Part 2B 1.13b Lectura: Vídeo Steve Jobs, Parte 2B 1.13b 読書スティーブ・ジョブズのビデオ、パート2B 1.13b Leitura: Vídeo de Steve Jobs, Parte 2B

And the theme of the campaign is is think difference is the people honoring the people who think different and who move this world forward and it's it is what we are about it touches the soul of this company so I'm gonna go ahead and roll it and I hope that you feel the same way about it I do years to the crazy ones The Misfits rebels troublemakers the round pegs in the square holes ones who see things differently they're not fond of rules and they have no respect for the status quo you can quote them disagree with them glorify or vilify them about the only thing you can't do is ignore them because they change things they push the human race forward and while some may see them as the crazy ones we see genius because the people who are crazy enough to think they can change the world are the ones who do so that puts it out there that puts us out there saying this is who we are this is what we stand for I don't you like it yeah yeah good I I know that some people will criticize us for you know not talking about all those things about why we have better plug-and-play but we've got to let people know who Apple is and why it's still relevant in this world and I think this will do a pretty good job we are breaking this campaign this Sunday in a rather poetic way the wonderful world of Disney is restarting on ABC and the first thing they're showing this Sunday night I believe it's at 7:00 o'clock is the network premiere of Toy Story and we we're going to have two 60-second spots this commercial will run twice once in the first hour and once in the second hour we are then going to break some newspaper ads in the journal The Times the mercury The Examiner USAToday really stating the manifesto the words and then I'm going to show you what's going to break within two weeks we got some phenomenal prints this ad will run throughout most of October on television and we're breaking some phenomenal print within a few weeks mostly on the back covers of magazines some on the inside we're got some incredible billboards and we're even painting some giant walls in in about five or six major cities before I show you the stuff I want to let you know that in this day and age to use any of these people whether alive or dead you need major permission from them either themselves if they're alive or they're our state's representatives if they're dead almost all of these people have never appeared in an advertisement before and never would until we asked them I mean I got permission from Yoko Ono a few days ago to use John and it's been an incredibly moving experience for me that these people both living and dead their estates have felt so strongly about Apple that they were willing to let us do this I don't think there is another company on earth that could have done this campaign and that to me is is something very special so I got a videotape here of some of the prints and the outdoor stuff and if we could just run that I want you to get a feel for that this is an example of a print ad you might see in the back of a magazine this was an image owned by by Time Warner that they've never released before Martha Graham Thomas Edison Alfred Hitchcock you can't see it on the video but these these images are just stunning look at this outdoor Muhammad Ali all this stuff is going up in the next two weeks you know that is Rosa Parks there'll be five buses running around five major cities like that so that's what we're doing and you're working pretty hard to wrap this up the last few days and nights but it's um it's the best work I've seen it off a long time I think it's the best work Apple has ever done now advertising is is not everything and we've got some incredibly exciting product announcements coming up soon some incredibly exciting things in general are going to be happening over the next 90 120 days and I really deeply appreciate all of the commitment that's in this room and with the people not in this room to turning this company around this company is absolutely going to turn around as a matter of fact I think the question now is is is is not can we turn around Apple I think that's the booby prize I think it's can we make Apple really great again so thank you for your time