Zhang Chen pointed to the screen of the TV in the conference room and said: "The "1984" you created back then is inseparable from the market competition background at that time. ”

At that time, the blue giant IBM entered the personal computer market vigorously, and defeated Apple with its barrel power in the computer market, and more than 2,000 of the 3,000 computer dealers in the United States began to act as agents of IBM personal computers. ”

At this point, Apple can only engage in hand-to-hand combat with IBM. With Apple's brilliant creativity, Steve Jobs launched the epoch-making Macintosh. The core idea of the 1984 advertisement is to rebel against the blue giant's extreme rule of the personal computer market. ”

I have to say that this metaphor is really wonderful, and it has shaped IBM into a very complete riot in the minds of consumers, and Apple has become a rebel and represents justice. ”

Li Croo played with an unlit pipe, and sneered: "There is no need to say this kind of thing that everyone knows." ”

Zhang Chen's face did not change: "So, what kind of advertising does Matrix's iCom need, and what is our core idea?"

"Rejection, our core idea is rejection. ”

Li Crow blinked, "Refuse, reject what, what's the difference between rejection and resistance?"

The corners of Zhang Chen's mouth curled slightly: "Refuse to be mediocre." ”

Li Crow's hand holding the pipe suddenly stopped, and as the creative director of Chatterdy, it often only takes a one-word hint to open up ideas.

Zhang Chen stood up and talked eloquently: "Apple was just rebelling against IBM, his goal of resistance was specific, and what we want to reject is far more powerful than the so-called extreme total barrel rule, and what we reject is the mediocrity of the whole world." ”

"Now, unlike a few decades ago, the Cold War is over, the Israeli-Palestinian conflict is over, the hippie culture is no longer popular, the focus of the public-minded country has become economic development, and the whole world is thriving. ”

"But at the same time, we've lost our creativity, and there's never been a revolutionary product on the PC market since Apple launched the Macintosh in '83. Whether it's Dell or IBM, it's still the same product design philosophy from more than a decade ago, and all the focus is on how to improve profit margins and improve the good looks of financial statements. They have all forgotten that it is not their mediocre products that really change the world, but the products that are truly great and truly perfect. ”

"Why is that? Why are all the big companies, even Apple, not striving for excellence and perfection, becoming more and more mediocre?"

Zhang Chen looked at Li Krau: "Because we have all accepted this mediocre world. ”

Li Crow stood on the spot.

Zhang Chen waved his arms: "Who created the world? Those great people, Einstein, Gandhi, Lennon, Edison, Picasso, Martin Luther King, Jr., Amelia Earhart! ”

Speaking of this, Zhang Chen's eyes exuded a dazzling brilliance, "Li, I can tell you that iCom is a product that refuses to be mediocre. Everyone in our entire R&D team has put all their efforts into this product, every detail, every design, and every selection of materials, all of which have been perfected. ”

"Because of our pursuit of perfection, our bill of materials costs are 15% higher than the competition, our design is the most perfect of all PCs, even more perfect than Macintosh, and our product performance is the strongest on the planet, even stronger than the flagship models that Dell now sells. ”

"Matrix's mission is to change the world!" Zhang Chen said heavily.

Li Crane felt that his passion had been ignited by Zhang Chen, the old man had not experienced this feeling for many years, and at the same time, he also had great curiosity about the iCom in Zhang Chen's mouth.

"With all that said, what's your idea?" Leeclo licked his lips, his voice trembling a little.

Zhang Chen pulled out a stack of black-and-white photographs from the file bag, on which were portraits of people, including Einstein with his tongue sticking out, Che Guevara wearing a beret, scrawny Gandhi, black leader Martin Luther King, Jr., Ansel Adams, the greatest photographer in history, Martha Graham, the mother of modern dance, Picasso, and many other figures that Li Crow knew or did not know.

Zhang Chen pressed these photos to the wall one by one with a button, and recited in a deep voice: "To the crazy people." They are mavericks. They are unruly. They get into trouble. They don't fit in. ”

"They see things differently. They don't like to be a stereotype. They also don't want to rest on their laurels. ”

You can identify with them, oppose them, praise or denigrate them. But they alone cannot be ignored. ”

"Because they've changed the ordinary. They move humanity forward. They may be crazy in the eyes of others, but they are geniuses in our eyes. Because only those who are crazy enough to think they can change the world...... to really change the world!"

“Think different。 ”

After reading the last sentence, it happened that all the photos were nailed to the snow-white wall.

Li Crow slumped back in his chair and muttered, "Think different。。。。。。 ”

When Zhang Chen began to nail the photo to the wall, Li Crane was already so shocked that he was speechless.

As a giant in the advertising creative industry, he originally thought that the 1984 he made with Steve Jobs was already the pinnacle of the pattern in terms of advertising.

What could be more incendiary than opposition to oppression and extremity? What could be more provocative than Orwell's famous novel 1984?

Now Zhang Chen told him with a dozen black-and-white printed photos and a highly incendiary monologue that of course there was.

That is to reject mediocrity and everyone who is not willing to be mediocre, always has a different idea from others and makes great contributions to the world.

The core of advertising is never to tell the audience how good your product is and how good your product is compared to other competitors.

It's about telling people – who you are.

Zhang Chen used this advertisement to invisibly compare Matrix with these great figures in history, and extracted what Matrix has in common with these people: think different.

Li Crow trembled and said, "If your product doesn't deserve this advertisement, you will become the laughing stock of the whole world." ”

Zhang Chen shook his head: "Li, iCom deserves this reputation. ”

Li Claw calmed down his emotions, after all, he was almost sixty years old, and he was too excited to collapse his blood vessels: "Zack, I have to see the specific product, we have signed a non-disclosure agreement with you, you should trust our professionalism, even if it is Steve, when McIntosh was developing, I had already seen their prototype, which was 1984." ”

Zhang Chen nodded: "Okay, then you come with me, oh, by the way, this gentleman, please stay here first, sorry, maybe I'm overreacting, but please understand." ”

Li Crane asked his subordinates to stay in the conference room to chat with Shen Mingjie, while he and Zhang Chen came to the secret studio with the iCom model machine.

"This is iCom. Zhang Chen tore off the black curtain and turned on the spotlights under the display stand.

"God。。。。。。 Li Crow let out an exclamation。。。。。。

"Zack, if you weren't a Chinese, I'd almost think you'd be Steve's illegitimate son. Li Crowe still finds it incredible, "I thought that only Steve in the world could make such a product." ”

Zhang Chen shrugged: "I am the illegitimate son of God. ”

Some of the typos inside are not accidental.

This chapter is too painful to write, careful about the words, there are many better ways to express it but I can't choose, I don't want the chapter to continue to fall out of love.

Today's lost chapter was modified.,Some chapters have been re-released.,I said it looked incoherent before.,You can re-watch it.,Remember to refresh and look at it again.,You can see the previous chapter.。

It's so tiring, the amount of modification is too great.

You can't blame anyone else.

In addition, I will try to write as little as possible about the domestic plot behind the protagonist, and it is impossible to write about investment without involving some sensitive plots, and you don't know what is sensitive and what is not sensitive.

The overall outline is going to be rewritten again.

(End of chapter)