🔮 “新晋全球首富”——甲骨文股价暴涨40%。拉夫·劳伦的AI星二代。“喝牛奶了吗？”30周年庆。+宝可梦卡牌投资者。

这是Nick。这是Jack。今天是周四，新的“小周五”，9月11日，今天的播客是有史以来最棒的一期。这是一档t boy节目：你今天必须知道的三大流行商业新闻。

This is Nick. This is Jack. It's Thursday, the new Friday, September 11, and today's pod is the best one yet. This is a t boy. The top three pop business news stories you need to know today.

Yetis，我们知道此刻的头条气氛沉重。每年9月11日本就是悲伤的日子，如今又因政治网红兼播客主持人Charlie Kirk被谋杀而更加紧张。事情很多，也很沉重。确实如此。

Yetis, we know that it is a heavy moment right now in the headlines. It was already a sad day as it is every September 11. Now it's also a tense day after the murder of political influencer and podcast host Charlie Kirk. It's a lot and it's heavy. It is.

但Nick和我为今天的节目准备了三条精彩的流行商业新闻，我们迫不及待想和你一起聊聊。那么，Jack，我们的第一条新闻是什么？第一条新闻：昨天华尔街最大的惊喜是甲骨文。开盘瞬间股价飙升40%。这40%的暴涨让我们迎来了全新的全球首富。

But Nick and I prepared three fantastic pop business news stories for today's show, and we're excited to hit them with you. So, Jack, what do we got for our first story? For our first story, the biggest surprise on Wall Street yesterday was Oracle. The stock surged 40% the moment the market opened. And that 40% surge means we have got a brand new richest human on Earth.

第二条新闻，我们能聊聊Ralph Lauren吗？拜托了。这位POLO衫的发明者正因全新AI衣橱而创下历史新高。说实话，Jack和我并不震惊，因为Ralph Lauren本就是时尚史上最具创新力的品牌之一。第三条也是最后一条新闻：Got Milk。

For our second story, can we talk about Ralph Lauren? Please. The inventor of the polo shirt is at an all time high thanks to its new AI wardrobe. Honestly, Jack and I aren't shocked because Ralph Lauren is actually one of the most innovative brands fashion history. And our third and final story, Got Milk.

它堪称史上最成功的广告战役。距离首个“Got Milk牛奶胡子”已经过去三十年，我们正迎来又一轮真正的牛奶时刻。等等，你刚才说“胡子”？重音放错可卖点了，Jack。

It's arguably the most successful ad campaign of all time. And thirty years after the first Got Milk Milk Mustache, we are having another real milk moment. Wait. Did you call it a mustache? The emphasis was on the wrong salable, Jack.

但确实，在我们开聊这组精彩故事之前——今天的组合太棒了，Jack，我爱今天的搭配。股票正飙升至历史高点。

But yet it is before we hit that wonderful mix of stories. Fantastic mix of stories. Love the mix today, Jack. Stocks are surging at ATHs, all time highs.

加密货币也在狂飙，同样创下历史新高。

Crypto is crushing it right now, also at an all time high.

黄金也是。但地球上表现最好的资产却是虚构的，因为最佳资产是宝可梦交易卡。听好了：自2004年2月以来，保存完好的宝可梦卡回报率飙到3821%，也就是说现在涨了快40倍。

Gold too. But the best performing asset on Earth right now is fictional because the best performing asset is Pokemon trading cards. Get this. Since 02/2004, Pokemon cards, if kept in mint condition, have seen a return of 3821%. That means Poke cards are up nearly 40x right now.

这回报率是同期标普500的八倍。Jack，如果你当初在Facebook上市那天买它的股票，还不如买妙蛙种子。真的，差不多两倍差距。Greg，你的投资组合怎么样？

That's eight times better than the S and P 500 over the same period. I mean, Jack, if you bought Facebook stock on its IPO day, you would have been better off buying Bulbasaur. It's true. By, like, two x, actually. How's your portfolio, Greg?

我重仓皮卡丘，所以嘛，相当强劲。一张完美品相的皮卡丘居然拍出了530万美元。我的喷火龙啊！据《华尔街日报》报道，人们把真金白银投进虚构角色。WSJ采访了一位阿肯色州的宝可梦收藏家，他囤卡是为了将来供五个孩子上大学。

Well, I'm long Pikachu, so yeah, it's strong to quite strong. One mint condition Pikachu was actually bought for $5,300,000. Holy Charizard. So according to Wall Street Journal reporting, people are putting their real money into fictional characters. The WSJ interviewed a Pokemon collector in Arkansas who is buying up cards to eventually pay for his five kids to go to college.

那棒球卡呢？对，那些也涨了。

What about baseball cards? Yeah. Those are up too.

但宝可梦角色的风险比棒球卡低。确实。因为喷火龙不会受伤。杰尼龟也不会因为酒驾毁掉整卡的价值。我们最大的遗憾？

But Pokemon characters have less risk than baseball cards. True. Because Charizard isn't getting injured anytime soon. And Squirtle won't get a DUI ruin the whole card's value. Our biggest regret?

就是二十年前我们在这机会上“卡比兽”了。Jack，你得把它们全收服。这可不是口号，而是投资论点。说清楚，不是理财建议。

It's that we snorlaxed on this opportunity twenty years ago. Jack, you gotta catch them all. That's not a catchphrase though. That's actually an investment thesis. To be clear, not financial advice.

只是理财遗憾。Jack，来进入我们的三个故事。然而，最精彩的才是常态。Jack Nick，就这样。我觉得他们甚至不用排练。

Just financial regrets. Jack, let's hit our three stories. Yet, but the best is in norm. Jack Nick, that's it. I don't even think they need to practice.

50%，这小费够肥。T boy city 在你的名单上。懂的自然懂，因为我们等不及了，别再拖，直接开演。开演吧。

50%, that's a fat tip. T boy city on your at list. If you know, you know because we're ready to go. We can't wait no more, so just start the show. Start the show.

开演。开演。首先，来自赞助商的简短口播。

Start the show. Start the show. First, a quick word from our sponsor.

如果我告诉你，本世纪的罪行正在对我们的星球发动？介绍《无法无天的星球》，Wondery 的新播客，揭露气候危机的黑暗面。揭开威胁地球未来的犯罪与腐败惊人故事。在 Wondery 应用或你收听的任何地方关注《无法无天的星球》。

What if I told you that the crime of the century is the one being waged on our planet? Introducing Lawless Planet, Wondery's new podcast exploring the dark side of the climate crisis. Uncover shocking tales of crime and corruption threatening our world's future. Follow Lawless Planet on the Wondery app or wherever you get your podcasts.

第一条故事，昨天华尔街爆出惊喜。甲骨文股价飙升 40%，因为我们听过最牛的财报。这意味着你可能从没听过的拉里·埃里森成了世界首富。Yetis，这是昨天华尔街人人都在问的问题：甲骨文是新的英伟达吗？

For our first story, wild surprise on Wall Street yesterday. Oracle stock jumped 40% after the most bullish earnings report we have ever heard. And that means Larry Ellison, someone you've probably never heard of, has become the world's richest person. Yetis, here's the question everyone on Wall Street was asking yesterday. Is Oracle the new NVIDIA?

从最新财报看，显然是的。因为周二，软件品牌甲骨文说，过去三个月他们签了价值 3000 亿美元的合同。我来撒点背景。

Based on their latest earnings, apparently. Yeah, because on Tuesday, the software brand Oracle said in the last three months, they signed deals worth $300,000,000,000 I'm going to sprinkle on some context.

你得撒点，Jack。

You're going to have to, Jack.

三个月内收入3000亿美元？这是他们全年收入最高纪录的六倍。甲骨文在过去三个月签下的钱，比优步整个公司历史上的总收入还多。这是CEO昨天的一句话：我们在第一季度与三位不同的客户签署了四份数十亿美元的合同。

Dollars 300,000,000,000 in three months? That is six times more revenue than they've ever done in a full year. Oracle booked more money in the last three months than Uber has made in its entire life as a business. Here's a quote from the CEO yesterday. We signed four multi billion dollar contracts with three different customers in the first quarter.

杰克，这钱多得离谱，我得问，这三家公司到底是谁？谁会下一笔1000亿美元的订单？是富家子弟里奇、泰勒·斯威夫特还是大富翁先生？我们查到第一家客户是OpenAI，另外两家可能是Meta和xAI。他们租用甲骨文的服务器来计算AI，好回答你在聊天机器人里输入的所有问题。

Okay, that is so much money, Jack, I just have to ask, who are these three companies exactly? Who drops a $100,000,000,000 on an order? Is it Richie Rich, Taylor Swift, and the Monopoly Man? Well, we did find out the first customer is OpenAI, and the other two are probably Meta and xAI. They're renting Oracle servers to compute the AI needed to answer all those queries you're typing into those chatbots.

因为我们之前告诉过你们，在AI淘金热里，你想卖铲子。而甲骨文刚刚卖出了价值3000亿美元的铲子。我喜欢这个铲子比喻。你还有别的吗，杰克？

Because as we told you before, yetis, in the AI gold rush, you wanna sell shovels. And Oracle just sold $300,000,000,000 worth of shovels. Yeah. I love that shovel analogy. You got another one, though, Jack?

有。这像科技圈里的抢椅子游戏，但椅子换成了稀缺的服务器，而甲骨文手里有一大把。你这比喻不错。现在，巴斯蒂斯，作为两个退休的前金融人——我能说退休吗？

I do. It's a game of musical chairs and tech ready. But instead of chairs, AI companies are fighting for the scarce servers, and Oracle's got a bunch of them. I like what you did there. Now, Bastise, as a couple of retired ex finance guys can I say retired?

我累了，但还没退休。杰克和我还想

I am tired, but I'm not retired. Jack and I also want

在这里插一个重大的财务提醒。

to share one huge financial caveat here.

那3000亿美元还不是已经到账的现金，只是未来五年逐步付款的合同。所以先暂停一下播客，杰克。

That $300,000,000,000 isn't cash in the bank yet, it's just contracts with Oracle to get paid over the next five years. So pause the pod for a second, Jack.

公司吹嘘五年后才能拿到的钱，这常见吗？

Is it common for companies to boast about money that they won't actually be paid for five years?

不常见，尤其是在AI这种波动巨大、难以预测的行业。

No, especially in industries like AI, which are so volatile and unpredictable.

看看AI龙头英伟达，他们连一个季度以后的财务预测都不做。

Just look at NVIDIA, the leader in AI. They don't even do financial forecasts beyond one quarter from now.

然而，Oracle 刚刚做了未来二十个季度、也就是五年的财务预测。Oracle literally 回答了“五年后你觉得你会在哪”这个问题，虽然根本没人问他们。真是个大胆的承诺，但投资者全盘买账。昨天股价飙升了40%，这是Oracle三十三年来最好的一天。

And yet Oracle just did a financial forecast twenty quarters out, five years. Oracle literally just answered the question, where do you see yourself in five years? Even though nobody asked them. A bold promise indeed, but investors ate it all up. The stock jumped up to 40 percent yesterday, which is the best day for Oracle stock in thirty three years.

他们舔得干干净净。所以，Jack，我们Oracle的朋友们有什么启示？Larry Ellison 刚刚超越 Elon Musk，成为世界首富。如果你们听说过 Larry Ellison，多半是因为他多彩的个性、小报头条，或者他的山羊胡。好吧。

They licked it all up. So, Jack, what's the takeaway for our buddies over at Oracle? Larry Ellison just passed Elon Musk to become the world's richest man. Now, Yetis, if you have heard of Larry Ellison, it's probably related to his colorful personality, his tabloid headlines, or his goatee. Okay.

这是我们的看法，但他的胡子跟钢铁侠同款。他还穿黑色高领衫，走 Steve Jobs 风。Larry Ellison 有钱到拥有整座夏威夷岛屿，岛上还有家四季酒店给他交租金。我去过，挺尴尬的。

This is our take, but his facial hair is the same as Iron Man. And he's also got a black turtleneck, Steve Jobs style. Okay. Larry Ellison is so rich, he owns an entire Hawaiian island with a Four Seasons hotel on that island that pays him rent. I've been, it's awkward.

去年，Larry Ellison 的太太用他的钱雇了一名高中四分卫去密歇根大学打球，好提升招生档次。好吧。接着 Larry Ellison 的儿子又拿老爸的钱买下了整个派拉蒙传媒公司。但 Larry Ellison 也是硅谷传奇，因为不仅四十八年前创办了Oracle，如今仍持有公司41%的股份。

Last year, Larry Ellison's wife used his money to pay a high school quarterback to play on the University of Michigan to boost the recruiting class. Okay. And then Larry Ellison's son took more of his dad's money and bought an entire media company Paramount. But Larry Ellison is also a Silicon Valley legend because not only did he found Oracle forty eight years ago, he still owns 41% of the company.

太疯狂了。公司。他把钱押在

That's wild. Company. He put his money on

一条枯燥的服务器和企业业务线上，但在AI时代却大赚特赚。关键还在于他在2014年请来 Safra Katz 当CEO，自她上任以来股价几乎翻了十倍。随着周三40%的暴涨，Oracle

the line to build a boring server and enterprise business, but it is paying off massively in the AI age. He also crucially hired Safra Katz to be the CEO in 2014, and the stock has nearly 10x'd since she came on board. And with Wednesday's 40% stock surge, Oracle

市值已逼近一万亿美元。

is now worth nearly a trillion dollars.

而Larry那41%的股份价值4000亿美元。也就是说，Larry Ellison 刚刚超越 Elon Musk，成为世界首富。服务器很无聊，但股权真刺激。第二条故事，眼下全球最火时尚品牌，竟然是拉夫·劳伦。他们可没有 Sydney Sweeney 或 Travis Kelce。

And Larry's 41% stake is worth $400,000,000,000. Which means Larry Ellison just passed Elon Musk to become the world's richest man. The servers are boring, but the equity is exciting. For our second story, the hottest fashion brand in the world right now, it's shockingly Ralph Lauren. They don't have Sydney Sweeney or Travis Kelce.

真的。真的。真的。但拉夫·劳伦有 David Lauren。没错。

True. True. True. But Ralph Lauren has David Lauren. Yes.

一位科技早鸟。各位。哦，抱歉。暂停一下，你要穿橙色吗？我不知道你

A tech early adopter. Yetis. Oh, I'm sorry. Pause the are you gonna wear orange? I didn't know you

穿着橙色。Jack，你知道的

were wearing orange. Jack, you know

这可是纽约时装周。你今天真的要穿这个出门吗？橙色是新款iPhone的颜色，我觉得挺时髦的。现在是纽约时装周，所以要是看到Miranda Priestley在苏荷区晃悠也别惊讶，不过得做好准备。

it's New York Fashion Week. Is that what you're really gonna wear today? Orange is the new iPhone color. I figured it was on trend. It is New York Fashion Week, so don't be surprised if you see Miranda Priestley strutting around SoHo, but then gird your loins.

因为2025年对时尚界来说是丑陋的一年，贸易战闹得。LVMH股价跌了10%，Abercrombie跌了30%，Gap原地踏步。但有一个例外，它穿着粉色针织翻领 Polo。

Because 2025 has been an ugly year for fashion because of the trade war. LVMH, their stock's down 10%. Abercrombie, they're down 30%. The Gap, they're flat. But there's one exception, and it's wearing a pink cable knit popped collar.

真可爱。是Ralph Lauren。

Lovely. It's Ralph Lauren.

Ralph Lauren。因为Ralph刚宣布上季度营收增长14%，今年股价涨了30%。

Ralph Lauren. Because Ralph just announced revenue rose 14% last quarter. The stock is up 30% this year.

创下历史新高。你可能会以为Ralph Lauren及其标志性的美式风格会成为贸易战反美情绪的目标。但你错了，因为Ralph Lauren在欧洲和中国的销量也飙升。显然，Polo衫比地缘政治更重要。Jack，我记得我们以前说过，没有什么能像打褶卡其裤一样超越关税。

To an all time high. Now you'd think that Ralph Lauren and its iconic Americana style would be the target for anti USA sentiment from trade war opponents. But you would be wrong because sales in Europe and China surged for Ralph Lauren as well. Apparently, polo shirts are more important than geopolitics. Jack, I believe we've said before that nothing transcends tariffs like a pleated khaki.

我们没说过，但现在说过了。我就觉得哪里不对劲。现在我们说过了，说过了。但朋友们，这故事

We have not, but we just did. I knew something was off there. Now we have, now we have. But besties, the story here

真正吸引我们的地方其实比

that fascinated us actually goes deeper than

一件羊绒开衫更深。因为Ralph Lauren是时尚界最早的科技尝鲜者。

a cashmere cardigan. Because Ralph Lauren is the ultimate early tech adopter in the fashion industry.

没错。本周，Ralph在Ralph Lauren应用里推出了“Ask Ralph”，一个对话式AI造型师。

That's right. This week, Ralph launched Ask Ralph, a conversational AI stylist in the Ralph Lauren app.

所以与其掏出手机谷歌“我的双排扣马球夹克该配什么”，你可以直接问Ralph。他们做这个AI机器人时还真的用了Ralph Lauren本人——真正的Ralph——的原始素材，对吧，Jack？没错。因为Ralph Lauren不是Tommy Bahama，它背后是真有其人。

So instead of whipping out your phone to Google, what pairs well with my double breasted polo blazer, you can just ask Ralph. They actually used Ralph Lauren's Real Ralph Real input for this AI bot too, didn't they, Jack? Yeah. Because Ralph Lauren isn't Tommy Bahama. It's actually a real person.

对。这个Ralph机器人现在会说“劳工节之后穿白色没问题”，就像真的Ralph Lauren会说的那样。不过Ralph确实跟微软和OpenAI合作打造了“问Ralph”。然而，当Jack和我深入

Yeah. And this Ralph bot will now say it's okay to wear white after Labor Day just like the real Ralph Lauren would. Although Ralph did partner with Microsoft and OpenAI to build Ask Ralph. However, Yeti's, as Jack and I dove

T Boys风格后，我们发现Ralph Lauren其实很早就开始拥抱新技术。

in T Boys style, we discovered Ralph Lauren actually has a long history of embracing new technology really early.

Ralph是第一个在吊牌上加二维码的美国大牌，虽然最后没人扫。2010年，Ralph Lauren办了一场《星球大战》式的全息走秀。2015年，他们发明了一件300美元的智能马球衫，内置传感器追踪身体生物数据。

Ralph was the first major American fashion brand to attach QR codes to labels that we never ended up using. In 2010, Ralph Lauren hosted a holographic runway show straight out of Star Wars. In 2015, they invented a $300 smart polo shirt with sensors to track your body's biometrics.

哦，2019年他们还在Snapchat上做了AR滤镜。

Oh, and in 2019, they created an augmented reality lens on Snapchat.

Everlane眼红去吧。但早在那之前，在“y年2月”，Ralph Lauren就敢做线上奢侈品销售——Polo.com，最早的电商网站之一。他们差点关掉它，因为订单没超过50美元。

Eat your heart out, Everlane. But before all that, in the year y February, Ralph Lauren was one of the first luxury fashion brands daring to sell their product online. Polo.com. One of the very first ecommerce websites. They actually almost shut it down because they didn't get orders over $50.

当时大家都不敢在网上输信用卡信息。嗯，没人干过这事，怪吓人的。所以，姐妹们，把这一切

Like, everyone was afraid to give up their credit card info. Well, no one had ever done it online. Yeah. It was freaky. So besties, add it all

加起来，Ralph Lauren就是时尚圈出人意料的早鸟科技玩家，而这一切

up, and Ralph Lauren is the surprise early tech adopter of the fashion industry, and it's all

都要归功于一个人。但这个人不是Ralph Lauren。不，是另一个Lauren。Jack，结论是什么？

thanks to one man. And that one man is not Ralph Lauren. No. It's another Lauren. Jack, what's the takeaway?

给Ralph Lauren的伙伴们一个真人彩蛋。Ralph Lauren其实是“内preneur”的典范。各位，猜过去25年那些激进创新是谁推动的？是Ralph Lauren的儿子David Lauren。从官网到二维码再到现在的AI聊天机器人，都是David Lauren把Ralph Lauren往前拽。

Real person for our buddies over at Ralph Lauren. Ralph Lauren is a defense of neopreneurs. Yetis, guess who was behind all those innovative risks over the last twenty five years? It was Ralph Lauren's son, David Lauren. From the website to the QR codes to the current AI chatbot, David Lauren pushed Ralph Lauren forward.

这让杰克和我开始思考，

And it got Jack and I thinking,

你知道，裙带关系宝宝

you know, nepo babies get

名声不好，而“企二代”也一样。他们是创始人的孩子，从小在生意堆里长大，轻轻松松就得到了一份好工作。

a tough rap, and neopreneurs do too. They're the founder's kids who grew up with the business and got a cush job right just handed to them.

但其实，从小在公司里长大可以是一种真正的优势。

But growing up inside the company can be a real advantage, actually.

因为这些企二代，他们几乎骨子里就知道什么对品牌最好。

Because these neopreneurs, they know almost in their bones what is best for the brand.

而且如果品牌流淌在你的血液里，你也会有一种情感上的渴望让它成功，这是非家族成员所没有的。

And if the brand runs in your blood, you also have an emotional desire to see it succeed that non family members don't.

另外，如果期望更高，也许你会

Also, if expectations are higher, maybe you find

找到一个与你父母或兄弟姐妹不同的细分领域，专注其中并大放异彩。在我们另一档节目《最佳创意》里，Yeti、爱马仕、哈雷戴维森、L.L.Bean、Jacuzzi——这些公司都曾遭遇中年危机，却被企二代，也就是创始人的子女或孙辈拯救了。

a niche that you can focus on that's different from your parent or your siblings, and you excel at it. Yetis, in our other show, the best idea yet, Hermes, Harley Davidson, L. L. Bean, Jacuzzi. All these companies had midlife crises but got saved by neopreneurs, the children or the grandchildren of the founders.

现在，拉夫·劳伦也面临同样的情况。

And now Ralph Lauren does too.

股价创下历史新高，多亏了

The stock is at an all time high, thanks to

那个把公司带入二十一世纪的“孝子”。人人都骂“Neppo宝宝”，但Ralph Lauren证明，他们确实能带来别人带不来的东西——一张他们老爸买单的桌子。现在，插播一条赞助商广告。

the son who drove the company into the twenty first century. Everyone rips on Neppo babies, but Ralph Lauren shows they can actually bring someone no one else can to the table, to the table that their dad paid for. Now a quick word from our sponsor.

毁掉一颗星球有多难？也许只需一点钻探、一些采矿，再加上大量排入大气的碳。当你看到剩下的残局，它就像犯罪现场。

How hard is it to kill a planet? Maybe all it takes is a little drilling, some mining, and a whole lot of carbon pumped into the atmosphere. When you see what's left, it starts to look like a crime scene.

我们真的安全吗？我们的水安全吗？你把我们的水龙头毁了。

Are we really safe? Is our water safe? You destroyed our tap.

而这样的罪行，并非偶然。我们称之为“事故”，但根本没有意外。这100%可以预防。它们源于人们的选择。

And crimes like that, they don't just happen. We call things accidents. There is no accident. This was 100% preventable. They're the result of choices by people.

无情的石油大亨、腐败的政客，甚至有组织犯罪。这些才是我们星球变化中该讲述的故事——关于骗局、谋杀与掩盖真相的故事，它们关乎我们，以及我们为保护或毁灭地球所做的一切。在Wondery应用或你收听的任何平台关注《Lawless Planet》。现在加入Wondery Plus，即可在Wondery应用、Apple播客或Spotify抢先无广告收听《Lawless Planet》新集。

Ruthless oil tycoons, corrupt politicians, even organized crime. These are the stories we need to be telling about our changing planet. Stories of scams, murders, and cover ups that are about us and the things we're doing to either protect the earth or destroy it. Follow Lawless Planet on the Wondery app or wherever you get your podcasts. You can listen to new episodes of Lawless Planet early and ad free right now by joining Wondery Plus in the Wondery app, Apple Podcasts, or Spotify.

第三个也是最后一个故事：史上最经典的广告 campaign 刚满30岁——“Got Milk”。如今，“Got Milk”牛奶胡子为Z世代回归，牛奶再次走红。

For our third and final story, the most iconic ad campaign in history just turned 30 years old, Got Milk. And now the Got Milk Milk mustache is coming back for Gen Z. And once again, milk is hot.

但Jack，为了讲好这个故事，咱们先回到1995年。你能给我们描绘一下当时的场景吗？

But Jack, in order for us to tell this story, let's go back to 1995. Could you please set the scene for us?

eBay刚在硅谷成立，《老友记》刚在有线电视首播，我们所有人都在跟着Coolio唱《Gangsta's Paradise》。而且每个词前面都要加个“e”，因为那是潮流。没错，email、ecommerce、eBay……我们可以继续，但不会，因为同年，大乳业把广告史上最强的两个词拼在了一起。

EBay had just been founded in Silicon Valley. Friends had just debuted on cable TV, and we were all singing Gangster's Paradise by Coolio. And also every word was getting an e in front of it because that was the thing to do. Yeah, email, ecommerce, eBay. We could go on, but we won't because that same year, Big Dairy paired together the two biggest words in ad history.

Got milk？Got milk？我觉得这是个问句。确实是。因为当时九十年代牛奶销量其实在下滑。

Got milk. Got milk. It's a question, I think. It is. Because at the time, milk sales in the nineties, they were actually slowing down.

于是加州奶农们联合起来，不为某个牛奶品牌打广告，而是为整个牛奶品类站台。

So the California farmers got together and didn't promote any one milk brand, they promoted the whole milk category.

“Got Milk”最初的广告主打的是FOMO（错失恐惧）。核心理念是：没有牛奶的生活，不是你想过的生活。

With Got Milk. The very first Got Milk ads, they were focused on FOMO. The concept was life in the absence of milk is not a life you want to live.

他们让饼干怪兽因为没有牛奶蘸饼干而绝望。这就是存在主义危机。后来，“Got Milk”推广到全国，推出了“牛奶胡子”广告。这些广告很有策略，几乎不展示产品，只露出名人上唇的一抹奶胡子——从迈克尔·乔丹到布兰妮·斯皮尔斯，再到青蛙柯密特，几乎每位明星都拍过。

They showed Cookie Monster in despair as he had no milk to dip his cookies. Existential crisis this is. Now eventually, Got Milk expanded nationwide, and they launched the Milk Mustache. And those ads were strategic because they barely showed the product, who who is only the upper lip of a celebrity from Michael Jordan to Britney Spears to Kermit the Frog. Every celebrity.

能上“Got Milk”广告才算真正走红。九十年代你随便翻开一本杂志，都能看到《新鲜王子妙事多》的主角留着牛奶胡子。残酷真相：那不是真牛奶，好像是白乳胶糊上去的。

You made it when you got a Got Milk ad. You couldn't open a magazine in the nineties without seeing the Fresh Prince of Bel Air with a milk mustache. Sad fact, wasn't real milk. Think I it was like Elmer's Glue they put up there.

别毁我童年，杰克。

Don't ruin my dreams, Jack.

但姐妹们，这一切广告活动的资金都来自——

But besties, all of this campaign was funded by dues paid by

全国奶农缴纳的会费。而“Got Milk”广告？效果显而易见地好。

the dairy farmers nationwide. And that Got Milk campaign? It was a demonstrable hit.

在美国品牌认知度高达90%，把黄油、白软干酪、全脂奶到2%低脂奶的乳制品销量都带了起来。这很牛，因为乳品行业在营销上居然打败了可口可乐。但最新消息是：三十年后，“Got Milk”带着全脂奶魔力回归了。

90% brand recognition across The United States. It boosted dairy sales from butter to cottage cheese to whole milk to 2%. This is huge because the milk industry had outsmarted Coca Cola at the marketing game. But here's the news. After thirty years, the Got Milk campaign is coming back with whole milk mojo.

没错。剧情反转，植物奶如今被真牛奶反超。我万万没想到，尼克点拿铁居然选全脂奶，而不是燕麦奶。对，是低因双份，但我选了全脂。

Yeah. Because in a surprise twist of innovative fate, plant based milk is now losing to real milk. I never thought I'd see this, but Nick ordered a latte with whole milk, not oat milk. Yeah. Was a double digit decaf, but I went with the whole.

乳制品销量止住了几十年的下滑，而植物奶现在反而在跌。

Dairy milk sales have stopped their decades long decline, while plant based milks are actually declining now.

今年植物奶销量下滑6%。发明燕麦奶的Oatly，2025年股价跌了97%。

They were down 6% this year. Oatly, which invented oat milk, their stock's down 97% in 2025.

它们正在被牛奶颠覆，而牛奶过去才是被颠覆者。颠覆者正在被颠覆。我们所说的“哞牛奶回归”有三个原因。第一，是通胀。燕麦奶、豆奶、杏仁奶，全部都要加价，连我们去年提到的杏仁核奶也一样。

They're getting disrupted by milk, which used to be the disruptee. The disruptor is getting disrupted. And there's three reasons for what we're calling the moo milk comeback. First, it's inflation. Oat, soy, almond milk, all of that is an upcharge, even that almond pit milk we told you about last year.

第二是“马哈”。消费者对加工食品产生了新的怀疑，但对奶牛却充满信任。最后，就是“蛋白质最大化”时刻，对吧，杰克？每个人都在往饮食里猛加或撒蛋白质。而乳清蛋白到底从哪儿来？

Second is maha. There's new consumer skepticism of processed foods, but there's trust in cows. And finally, it's the protein maxing moment, isn't it, Jack? Everyone is pumping or sprinkling protein into their diet. And where does that whey protein come from exactly?

带h的whey来自奶牛。确实如此。而且你最近也在加倍买Fairlife牛奶。所以，通胀、马哈和蛋白质最大化，这就是普通老牛奶卷土重来的原因。

Whey with an h comes from cows. It does. And you're doubling up on fair life milk these days. So inflation, ma and protein maxing. That's why regular old cow milk is making a comeback.

因此，三十年后，牛奶找回了它的魔力，重新长出了小胡子。小胡子。小胡子。那么，杰克，对我们广告圈的朋友们有什么启示？Got Milk发明了梗。

And that's why thirty years later, milk has found its mojo and is growing back its mustache. Mustache. Mustache. So, Jack, what's the takeaway for our buddies over in advertising? Got Milk invented the meme.

Yeti们，这太疯狂了。但想出Got Milk点子的广告代理公司Goodby和Silverstein，他们其实讨厌它。

Yetis, this is wild. But the ad agency Goodby and Silverstein that came up

那家公司的广告人告诉《纽约时报》，首先，它语法不对；其次，这是个懒惰的创意。对，他们管自己的点子叫懒惰。你知道吗？从逻辑上讲，

with the Got Milk idea, they actually hated it.

这个Got Milk广告，本不该奏效，可它就是奏效了。

The ad people at that firm told the New York Times, first of all, it wasn't grammatically correct, and second of all, it was a lazy concept. Yeah. They called their own idea lazy. And you know what? For logical reasons,

而我们认为，原因在于它是梗的原始模板：可重复、可共鸣，并且格式便于分享。

this Got Milk ad, it should not work, and yet it did.

任何人都可以戴牛奶小胡子。创意在于谁来戴、摆什么姿势。

And the reason? We think it was the original template of a meme. It was repeatable, relatable, and in a shareable format.

任何人都可以戴牛奶小胡子。创意在于谁来戴、摆什么姿势。

Anyone can wear a milk mustache. The creativity is in the who and what pose.

德里克·杰特在一垒封杀打者时做到了。

Derek Jeter did it while throwing out a guy at first base.

归根结底，好广告会激起一种感觉。而对于“有牛奶吗”，这种快乐就是发现哪位光鲜的成年人最终会

Ultimately, good ads stir up a feeling. And for Got Milk, it was the joy of discovering which polished adult will end

表现得像个孩子——因为戴着牛奶小胡子。“有牛奶吗”的简洁就是它的成功所在。

up acting like a kid. By wearing a milk mustache. Simplicity of Got Milk was its success.

它是一种形式，而不是一条信息。

It's a format, not a message.

所以它是第一个模因营销。杰克，能为我们给新的周五总结一下要点吗？Oracle 是 AI 领域的新晋明星，从 OpenAI、Meta 和 xAI 那里获得了 3000 亿美元的订单。现在创始人拉里·埃里森一天之内赚了 1000 亿美元，超越埃隆成为世界首富。第二条，拉夫·劳伦的股价在同一天创下历史新高，他们推出了造型聊天机器人“Ask Ralph”。

And that's why it was the first meme marketing. Jack, could you whip up the takeaways for us for the new Friday? Oracle is the breakout new star in AI, getting $300,000,000,000 in orders from OpenAI, Meta, and xAI. And now founder Larry Ellison made a $100,000,000,000 in one day to pass Elon as the world's richest man. For our second story, Ralph Lauren's stock hit an all time high the same day they launched a style chatbot, Ask Ralph.

但这一切都要感谢拉夫的儿子，因为有时候裙带关系宝宝能给公司带来别人带不来的东西——不过要是他们把公司刮花了，老爸会杀了他们。妈妈拿走了我的 IP。第三条也是最后一条，“有牛奶吗”三十周年回归，牛奶也跟着回来了。

But it's all thanks to Ralph's son, because sometimes nepo babies bring something to the company others can't. Although their dad's going to kill them if they scratch the company. Mommy took my IP. And our third and final story is Got Milk. It's making a thirty year anniversary comeback, and so is milk.

“有牛奶吗”成功的原因？它是第一个模因营销。但各位，本期播客还没完。今天你还需知道：首先是 Klarna。

The reason for Got Milk's success? Got Milk was the first meme marketing. But besties, this pod's not over yet. Here's what else you need to know today. First, Klarna.

这家“先买后付”宠儿周三上市，首日交易股价飙升 30%。我们之前多次报道过 Klarna，最近的是他们“现在买墨西哥卷，以后再付卷钱”的促销。自疫情以来，Klarna 的收入翻了一番，达到 30 亿美元，

The buy now, pay later darling went public on Wednesday, and the stock jumped 30% on its first day of trading. We've covered Klarna a few times, most recently with their buy burrito now, but pay for burrito later promotion. Klarna's revenue has doubled to 3,000,000,000 since the pandemic,

但其估值却缩水了三分之二，降至约 150 亿美元。有趣的是，

but its valuation has fallen by two thirds down to around $15,000,000,000. Fun fact,

Klarna 的瑞典联合创始人是在汉堡王翻汉堡时想出“先买后付”点子的。真事。

the Swedish cofounders of Klarna got the idea for buy now pay later while flipping burgers at Burger King. True story.

其次，先把Waymo放一边。Zoox是你开始了解的那款全新的自动驾驶机器人出租车。

And second, forget Waymo for a moment. Zoox is the wild new self driving robotaxi that you got

Zoox由亚马逊拥有，他们刚刚在拉斯维加斯大道上推出了打车服务。现在就能预订。之所以这么炸裂，是因为Zoox自己设计了整车，而且

to know. Zoox is owned by Amazon, and they just launched ride hail service in Las Vegas on the Strip. You can book now. Now the reason this is so wild, Zoox designed their own car, and

它看起来像个巨型烤面包机。

it looks like a giant toaster.

部分原因是它没有前后之分，两头完全一样，完全对称。而且没有方向盘，也没有踏板。最后，新一批表情符号已经确认。没错。

Partly because there's no front or back, both sides at the same. It's symmetrical. And there's no steering wheel and no pedals. And finally, the new batch of emoji have been confirmed. That's right.

明年，我们将迎来大脚怪、虎鲸、长号和宝箱。是打开的宝箱还是关着的？如果你输入“killer whale”，会出现虎鲸吗，还是必须打“orca”？答案统统不是，杰克。但你终于可以发短信告诉我，你看见大脚怪在宝箱里吹长号了。

Next year, we are getting Bigfoot, an orca whale, a trombone, and a treasure chest. Open treasure chest or closed treasure chest? And if you type in killer whale, will the orca show up, or do you have to type in orca? The answer to all that is none of the above, Jack. But you can finally text me that you are seeing Bigfoot playing a trombone inside of a treasure chest.

我注意到你最后回避了虎鲸的问题。没事的。

I noticed you dodged the orca question at the end there. It's all good.

现在，雪人，是时候揭晓最棒的事实了。每年我们都会这样做，杰克和我想分享我们为你准备的东西

Now, Yeti, it's time for the best fact yet, which Jack and I, like we do every year, wanted to share something we whipped up

因为今天是9月11日。不是所有听众都记得或经历过2001年9月11日发生的事。杰克和我记得，我们当时在场，也在这档播客里跟你们分享过。我们上八年级，尼克在纽约市，我在佛蒙特。

for you because it's September 11. Not all our listeners may remember or were around for what happened on 09/11/2001. Jack and I do, and we were around, and we've shared it with you before on this pod. We were in eighth grade. Nick was in New York City, I was in Vermont.

我们记得老师走进教室告诉我们发生了什么。也记得看到浓烟，从我们学校就能看到。如今是这场袭击的第二十四周年，

We remember when the teachers came into the classroom to explain what had happened. And remember seeing the smoke, you could see it from our school. Now it's the twenty fourth anniversary of the attack,

所以我们想突出一个让我们感到振奋的坚韧象征。

so we wanted to highlight a particular sign of resilience that we were excited about.

双子塔倒塌后，曼哈顿下城成了灾难区。当时大家都在讨论，纽约市还能不能恢复

After the two towers fell, Downtown Manhattan was a disaster zone. And the discussions at the time, will New York City ever recover from

更具体地说，还会不会有人再去曼哈顿下城的金融区？

More specifically, will anyone ever go downtown to the Financial District Of Manhattan ever again?

结果呢？自2001年9月袭击以来，下曼哈顿的人口翻了一倍多。

Well, guess what? Since the attacks in 02/2001, the population of Lower Manhattan has more than doubled.

听好了，从3.2万名常住居民增加到6万多名常住居民。

Get this. From 32,000 full time residents to over 60,000 full time residents.

事实上，金融区已经不再是纯粹的金融区了。它现在是一个7×24小时的生活和工作社区。这值得庆祝。24年前，大多数人以为那些街区再也无人问津，可如今这里成了繁荣的家庭社区。每年的这一天，我们都会缅怀9·11的英雄。

In fact, the Fi Di isn't really a financial district anymore. It's a twenty four seven living and working neighborhood. It's a win to celebrate. Twenty four years ago, most thought no one would ever return to those blocks, but today, it's a thriving family area. And every year on this day, we remember the heroes of September 11.

Yeti，你今天看起来棒极了。

Yetis, you look fantastic today.

如果你现在正坐着一张喷火龙新秀卡，我们正好知道你该去查什么。

And if you're sitting on a Charizard rookie card right now, we know exactly what you should go check out.

我们做过一整期宝可梦节目。有吗？45分钟呢。对，它们以前叫口袋怪物。

We did a whole episode on Pokemon. We did? Forty five minutes long. Yeah. They used to stand for pocket monster.

所以简称宝可梦。想听更多这样的宝藏内容，就去看看《最佳创意》——我们的每周节目，我们深度聊了宝可梦。那是我们被点播最多的一期，我们全力奉上了。快去看吧，Jack和我周五真人版再见。走之前，祝YETI Hanna Piazza生日快乐。

That's why they call it Pokemon. And to get more of those gems, check out the best idea yet, our weekly show for our deep dive on the Pokemon. It was our most requested episode ever, and we delivered totally. So go check it out, and Jack and I will see you right back here for the real Friday. And before we go, a happy birthday to YETI Hanna Piazza.

好名字，在纽约长滩庆祝。祝纽约市的Gary Murphy生日快乐。还有威斯康星州苏塞克斯的Trish Mahler，拥有最棒的生日。祝新泽西州泽西市的Rochelle Doka生日快乐。同时恭喜Yeti Christina Kong，她即将开始她获奖的高四学年。

Great name celebrating in Long Beach, New York. Happy birthday to Gary Murphy in New York City. And Trish Mahler over in Sussex, Wisconsin has got the best birthday yet. Happy birthday to Rochelle Doka in Jersey City, New Jersey. And a congratulations to Yeti Christina Kong, who's starting her senior year award.

还有，杰克，她

And, Jack, she's

多年来一直是传奇级的好闺蜜。

been a legendary bestie for years.

今天所有在庆祝的人，也一起举杯吧。庆祝胜利。我是杰克，我持有亚马逊股票，尼克和我都持有标普500的ETF。如果你喜欢《Best One Yet》，现在就可以加入Wondery Plus，在Wondery应用或Apple播客上无广告收听。

And to anyone else who's celebrating something today, make it a t boy. Celebrate the wins. This is Jack. I own stock of Amazon, and Nick and I both own ETFs of the S and P 500. If you like the best one yet, you can listen ad free right now by joining Wondery Plus and the Wondery app or on Apple Podcasts.

Prime会员可以在Amazon Music无广告收听。离开前，请到wondery.com/survey填写一份简短问卷，告诉我们一些关于你的信息，我们想更了解你。

Prime members can listen ad free on Amazon Music. And before you go, tell us a little bit about yourself by filling out a short survey at wondery.com/survey. We wanna get to know you.