Steve Jobs Made 3 AM Phone Calls To Argue About Apple Ads
ฝัง
- เผยแพร่เมื่อ 2 พ.ค. 2018
- Filmmaker and "The Ashtray" author Errol Morris has worked with many CEOs on advertisements. After watching Morris's 2002 Oscars short, Steve Jobs hired Morris to direct Apple's "Switch" ads. These ads featured people discussing their switch from the Microsoft Windows platform to Apple. Some of the notable appearances in these ads include Tony Hawk, Will Ferrell, and members of De La Soul.
Of all the CEOs Morris has worked with, Morris claims Steve Jobs was the most involved in the creative process. According to Morris, Steve Jobs was invested with the advertisements to the point of calling Morris at 2 or 3 in the morning.
Business Insider tells you all you need to know about business, finance, tech, science, retail, and more.
Subscribe to our channel and visit us at: www.businessinsider.com/
BI on Facebook: / businessinsider
BI on Instagram: / businessinsider
BI on Twitter: / businessinsider
--------------------------------------------------
Following is a transcript of the video:
Errol Morris: The only CEO who ever called me at two or three in the morning to argue about his advertising, it's fantastic. I won't say that Steve Jobs is the only CEO that I made commercials for that I would talk to on a regular basis but he was one of the very, very few. He was completely involved and in marketing Apple products. To think of him as a hands-off CEO, not so much.
Steve Jobs hired Errol Morris after his 2002 Oscars short to direct Apple's "Switch" ads.
Tony Hawk: On a professional level we use Final Cut Pro for all of our skate videos. My name is Tony Hawk, I'm a professional skateboarder.
Errol Morris: He really wanted to argue with me. But I think my chances of winning were close to nil. But he would have argued forever or for a long, long, long time.
Taking what someone says to you in front of the camera and turning it into a 30 second commercial, I don't like to mess with the raw material for whatever reason. I think there's a flow in how people talk and a kind of often hidden logic to what they're saying that you want to find a way to preserve.
Steve Jobs would look at the material and he would have a set of bullet points, things he wanted to emphasize and why shouldn't he. He's the CEO of a major corporation. Me, little Errol had a different idea. I thought they should be edited with little blocks that kind of preserve the character of the person talking, that it captured something about that person. And in doing so that was a more effective means of advertising than just simply laying out bullet points.
He tells me the story of the old guy who lived down the road, you know everyone should have an old guy who lived down the road story hyphenated. And he had a rock tumbler in his garage. As explained to me by Steve Jobs you put all these rough rocks in the rock tumbler and you turned it on and you let them grind against each other for say a week or so. And they became smooth and polished. So he was comparing the two of us to this rock tumbler. I loved working for him.
When I'm being interviewed and the person comes out with a list of questions that they're going to ask and they pick them off one by one by one I know it's going to be a lousy interview. You seem stunned. - วิทยาศาสตร์และเทคโนโลยี
Therefore, his team introduced Do Not Disturb mode
I'm pretty sure it's called silent or night mode on apple
@@blankb01-_-3 I‘m from Germany and here it‘s called “nicht stören“, I just translated it
@@jonasm1446 oh sorry
@@blankb01-_-3 bet you never own an iphone
@@blankb01-_-3 It is Do Not Disturb mode lol
Fantastic isn’t the word I would use if my boss called me at 3am...
Then you aren’t passionate about what you are doing
@@kushalagarwal363 Really? Some people struggle to go back to sleep after being woken up like that and imagine if you again have to go to work early in the morning. Health and family is important as well.
@North American TH-camr no, its your perspective that they do that. Its crazy to call someone at 3 am whatever the reason
I heard it how, sometimes, one of your fries would fall on the floor and you'd say "great".
@@OscarGeronimo I like this one!
I (love/hate) how they cut up the clip of him talking about how he never cuts clips of people talking...
Ironic.
So I think the greatest part of the story is that there was someone on the other side to pick up the call. He created a powerful team of committed people, so not all credit goes to Steve
No, but it takes a special person to find those people and push them to their very limits in a way that they won't quit to find easier jobs
@Joe Bidumb not relevant
@Joe Bidumb not even close to good trolling
He only hired high IQ submissive people
@@nczioox1116 facts
Good thing they put giant text overlays on everything said. I wouldn't have known what was said otherwise. smh
I love how thousands of man hours and 3 am calls all seem to lead to something very basic like a black apple shape against a solid white background
The production quality on this video is godawful. NEXT!
Drew Conway NeXT*
An 8-year-old Roblox TH-camr with 4 subscribers could make a better video.
All they had to do was just show the raw interview footage, nothing more.
Gotta love how he says that he hates when people's speech gets cut and this video does exactly that, lol
does anyone know any good DSLR cameras ?
I would have loved / hated to work for Steve.
Which one?
Both?
but you was the emperor.you didn't have to do it
I would have loved to work with a very successful man
@@loyaltheoristgirl1018 he was awful human being, he will take advantage of you to be more big and powerful. he underpaid Millions of teenager around the world to manufacture iPods
Fantastically passionate
How are you everywhere..
Why are our recommendations so similar???
he spam comments everywhere for recognition bet he doesn’t even watch any of these
@@user-ks9tb2or1l yep
I swear your everywhere wtf
Steve Jobs was an art and design minded person who worked among engineers and managers. He was pushy to his peers cause he was pushing the idea of design in an environment that lacked design sensibilities. If he worked at Braun in Germany in the 60s, he would’ve gotten the work done by 5pm and head out to the Brauhaus to chill afterwards.
Did he call to ask why every Apple ad has to have someone dancing in it?
That's to inspire Apple device owners to dance while holding their device, which then increases the likelihood of the system falling/breaking. Which means they've got to go buy a new device or get rinsed by Apple Care. $$$.
Background music is so annoying
Freakin Harry Potter vibes
@@brahmy8503 LOL !
@@brahmy8503 Harry Potter and the 3 am call
That's why Apple is a big company now.
Without Steve Jobs, Apple wouldn’t be as it is today.
He showed us quality, he made created intelligent advertising, and he cared!
Now well, you get no charger.
@@ULTRONGAMING I mean it’s not a big deal
Ha ha ha ha 😂 what a joke
He cared? For what?
Steve Jobs was a garbage person
I mean marketing is everything when it comes to business.... But Steve loved to cross boundaries 😂
Sitting down and having a beer with Mr. Morris would be time well spent.
"He really wanted to argue with me. But I think my chances of winning were close to nil. But he would have argued forever or for a long, long, long time."
I've known people like that. Their philosophy you don't need to be right to win, you just need to be stubborn. But notice what they're doing. They're not winning, not according to the original rules. Instead, they substitute their own rules and simply declare victory. They're not right in any conventional sense, and they don't deserve victory. But gullible people who don't realize the wool is being pulled over their eyes basically just hand it to them. It's pathetic.
Mike Page Interesting. Kind of what being cunning is all about.
I sense an iKnockoff user who hates Steve Jobs....
If you read books about Steve Jobs, you would know that he only respect people who disagree with him. If you don't push against him when it matters, you have no chance of surviving him. He wants his ideas to be tested, to be grinned, to be refined. That's why Apple have so few products but most of them are very minimal, yet polished.
@@nguyenvu8262 Metaphorically, Steve Jobs was looking for that other rock to rub against, not a marshmellow.
@@Martinit0 That's true
yo, that subtle reference to Objective-C while talking about Steve Jobs
thank goodness for the texts to help aid my comprehension
So much passion no doubt he was a genius
Calling at 3 AM is still better than the $999 monitor stand!
Can anyone tell me the name of the background music please I am searching this since childhood
Legend for a reason
got cancer for a reason
Stolen ideas for a reason.....
Pocketed money for a reason
All of you jealous for a reason
@@digvijaykadam2055 you stupid for a reason
2-3 am EST is 11-12 pm on the west coast
His whole approach was the details mattered. Guy is a legend. 👑
What is the background music?
Why is Harry Potter music playing in the background?
What is the background music
Did you guys outsource your video editing to Fiverr or something?
I'm reading this book... I honestly didn't know he was that way... I would never work under him lol
what book?
Don’t call Steve jobs at 3:00am
The Milk Man I love Steve Jobs but i get a feeling that what youre hinting at was the sentiment, & i hate that sought of hyprocrisy thats dictated by ego
He will probably be in a call with someone else
Dont call dame tu cosita at 3 am
that guy has always put his personal interests in front of everyone and everything, he didn't care about other people he just cared about his success, for him everyone was just an accessory to his success, I don't feel sadness when people like him die, I almost feel relief.
Because he is death now. If i call my employee or co worker in today term, they would sue me, complain me, .... for intrusion of privacy, for violating work hour policy,.....
AriVovp and would be ok. Is sick. Is harassment.
that is the difference between people like you working for someone else because you scared to take initiative versus a person who owns and run a fortune 500 because they do everything they can to make things happen.
Jacob Tran things happen because Tesla, Torvalds and the poor guy who code DOS for Bill the thieve. People are the key. Not this fake genious. Jobs know nothing about computers. And less about administration. He was a clown and like Bill: a thieve All the merit was from Xerox labs. Read and go to another one with that tale.
You do realize that in this setting Steve Jobs was the customer?
Rip steve jobs
;(
Love this
Anyone else go to apple.com/switch to see if it is still around?
Steve Jobs used to fart with closed windows all the time. It was amazing, i learnt a bunch about Gastroenterology
I need more sleep until 6 AM.
I could do without the large annoying text on the screen, thank you. I just heard what he said, I don't need it written right in front of me.
inb4 "what about people who have trouble hearing???" There's captions for that
My old friend Silicon Don got woken from a dead sleep around 3am to the sound of someone yelling Don, 10,000 iPods every 13 seconds! Over and over until he realized it was Steve freaking over a factory problem in China preventing the new product from being manufactured on schedule. He got up, grabbed his young child, went to Cupertino, and handled the issue!
What's with the twilight zone music?
This video would have been better without the text, but still enjoyable.
Jobs only Spent his time with people he respected so if he’s calling you at 3 AM that was a pretty good sign although I’m sure Annoying as hell at times
And that’s why he was a CEO and others that complain are not.
People whine and cry he was a bad person but if I worked for someone I would want that person to drive me to do the best job I could do. I’m sure many didn’t make the cut but it’s not necessarily about Steve Jobs it’s about the people he collaborated with to make Apple what it is. I’m sure many would be surprised to know Jobs and Gates worked together a lot. People want to complain about Gates operating system but if it wasn’t for that computers would not be where they are today without these men. Love or hate them but there are very few people who have done what they have done.
Why does this look like a 2007 video?
Howard Hughes did the same.
That's Hamilton Morris' dad!
Harry Potter Music in the Background?...
As saw an add that told me to skip and I still skipped. I feel so powerful
people arent that nice when I argue something
Steve Jobs was the definition of a micromanager and toxic boss.
I wouldn't last a day working for Steve Jobs. He is exactly who i imagine as a scary boss. But it's very sad after he's gone.
Shame on BI not putting Errol Morris's name in the title
He told everyone about the rock tumblr, the greatest story of mankind
What's with the Willy Wonka text animations?! 😂
Errrr.... Sounds like a nightmare to work with...
*lil errol*
Well it worked, didn't it?
Nice content but never have been more bored by a 3 minute video
I will admit that Steve Jobs was very passionate about his work. But I would have hated to get a call at 3 AM waking me up and still have to go to work the next day! I would have cursed him out and looked for other work. Or not have picked up the phone. His arguing could have waited until the next day.
Antonio Rivera if i was being paid millions, i’d take a call any time of day.
That’s why he got cancer. Bottom line we are a small animal on this 4 billion old rock out of many rocks and just let others live and let live. No one will remember jobs after billion years when we collide with andromeda galaxy. Stupid guys waking me at 3 am
it a business world.. there are no suck a thing as sleeping time until the job is done.. snowflex
@@timepass1236 Your Philosophy makes sense only in a philosophy class.
And that's the reason you didn't get a call in the first place 🤷🏻♂️
Errol!!!
The text
Errol Morris wanted to think different
This video is stressful to watch for some reason
It’s a shame he couldn’t call whoever made this video at 3am
Do u juys remember Stev Gobs?
I think Steve had many ideas, probably many wrong ones, but he just wanted to "discuss" about them, thinking to be always right.
The truth is, that without pro working for him, Apple wouldn't EVER be what it is today!
Marketing is crucial!
Engegniering is crucial!
Design is crucial!
And other many things!
Yes, he founded the company, but it doesn't mean he's good at doing anything!
That’s really rude for the 0300 calls?
I hate it when some people try to defame Steve Jobs by saying that Steve Wozniak made the first Apple computer and Jobs stood on the shoulders of others to become rich.
One thing people don't understand that, many people could have made computers like Steve Wozniak did but one had the vision which Steve Jobs had.
Steve jobber was a peice of garbage
He was a bully
@@princealmighty5391 More like thiev
Money money money rules the world world world
What’s the use of it¿ he left behind everything. Didn’t enjoyed his life. So enjoy your life and what u have
Very valid point. Make preparations now for the life of the hereafter. Couldn’t agree more. :-)
That was his life...it was his way of enjoying life.....
Did you got phone call from steve jobs again errol?
I personally think that steve jobs had a great life. As the CEO of the worlds biggest cop.
I would guess Steve Jobs was more proud about customer lining up around the block for a new Apple product than about the size of Apple as a co.
& so he should.
Steve was a very flawed man
Apple is marketing more than anything
This guy is how Ellen will look like when she gets older
Rip to this mastermind 🙏👌
Idol for a reason ❤❤
It was a booty call disguised as “ discussed advertising”
He was pretty stubborn
History will recognise Steve Jobs even more than he was during his lifetime.
yes he was maybe rude to his workers and some of them left the company cause of him but he was in love with apple, and Im sure he sacrificed also many things including his life, he gave everything he had into this company, apple owes him and wozniak everything
This comment is whats wrong with our society.
If you wanted to work with the best you should pay the price.
Most people were there because they loved working at Apple.
I didn't knew they were working at Google or windows
is there anyone who says they hated working with jobs? are these people not brought in front of camera or they don't want to come, or they dont exist?
People loves working for him. Hmm...
I don't think apple is that good to warrant that lol
Rip
At the end for nothing!
I'm more like a Steve Jobs type of person.
Shame on you......
Natalie Portman's husband could be Haitian with skin transplants.
I like to hear from his wife how he was as a husband
Damn he aged bad
Now tim cook.. Screwed up apple..
Gaurav Chauhan tim cook is the best
It is just wrong to compare. Everyone is different. Also, he did not “screw” Apple given that Apple is doing better than ever financially. Financial success is what Apple always aimed at, just like so many other companies.
thats a stupid ignorant statement... clearly you have no idea how Cook was vital way back in the 90s at Apple.
Steve Jobs was an asshole, but that's what made him a visionary. He obsessively strived for perfection in his products, and if you didn't share his obsession, he would give you hell.
for anyone tell steve is a bad guy, please mention 1 person, specifically an impactful one to our world, that doesn't have a divided opinion.
😯
Steve Jobs was a genius but I wouldn’t work under him, he was a right” c u next Tuesday”
He was a bitter prick because his father abandoned him as a child, but then he turns around and dies the same thing to his own daughter.
Iron sharpeneth iron;
so a man sharpeneth the countenance of his friend.
Bible