- 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.
- 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.
- 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.
(man laughing)
