The television ads showed the iconic silhouettes dancing to songs picked by Jobs, Clow, and Vincent.
"Finding the music became our main fun at our weekly marketing meetings," said Clow.
"We'd play some edgy cut, Steve would say, 'I hate that,' and James would have to talk him into it."
The ads helped popularize many new bands, most notably the Black Eyed Peas;
the ad with "Hey Mama" is the classic of the silhouettes genre.
When a new ad was about to go into production,
Jobs would often have second thoughts, call up Vincent, and insist that he cancel it.
"It sounds a bit poppy" or "It sounds a bit trivial," he would say. "Let's call it off."
James would get flustered and try to talk him around. "Hold on, it's going to be great," he would argue.
Invariably Jobs would relent, the ad would be made, and he would love it.