1984 (television commercial)
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Ad_apple_1984.jpg
"1984" is the title of the television commercial that launched the Apple Macintosh personal computer in 1984.
The commercial aired on January 22, 1984 during a break in the third quarter of Super Bowl XVIII. The ad showed an unnamed heroine (played by Anya Major) wearing orange shorts and a Macintosh Picasso t-shirt running through an Orwellian world to throw a sledgehammer at an image of Big Brother — an implied representation of IBM. The concluding screen showed the message and voice over "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'.". At the end, the Apple logo is shown on a black background.
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Influence on marketing
The 60 second film was created by the advertising agency Chiat/Day, with copy written by Steve Hayden and filming directed by Ridley Scott (who had only just finished filming Blade Runner).
Despite costing $400,000 USD to make and a further $500,000 on air time, the film was originally shown commercially only once, although it was shown once before on December 15, 1983 at 01:00 on KMVT Channel 11, a small television station in Twin Falls, Idaho to allow the commercial to qualify for advertising awards, to quote the book Apple Confidential:
- The famous "1984" commercial that launched the Macintosh during the Super Bowl in 1984 is purported to have been shown only once; but to qualify for 1983's advertising awards, the commercial also aired on December 15 th at a small TV station in Twin Falls, Idaho (KMVC Channel 11), and in movie theaters for weeks starting on January 17th.
However its impact created such a media frenzy that it gained many subsequent free TV airings and column images as it was discussed in the media. At the time Nielsen ratings estimated that the ad reached nearly half of all the households in America. These Guerilla marketing tactics are part of what made the commercial so influential in marketing circles; it is now seen as the first example of Event marketing, and is popularly credited with starting the trend of yearly "event" Super Bowl commercials.
The commercial is frequently voted top in surveys of influential marketing campaigns. For example, Advertising Age named it the 1980s "Commercial of the Decade", and in 1999 the US TV Guide selected it as number one in their list of "50 Greatest Commercials of All Time".
The film surfaced again in the late 1990s when the Apple made a Quicktime version of the commercial available for download from the Internet, and numerous times on television commercial compilation specials, as well as on Nick At Nite during its "Retromercial" breaks.
In 2004, to celebrate the Macintosh's 20th anniversary, Apple released a modified version of the commercial. The new version features the heroine carrying an iPod.
Influence on popular culture
It was also parodied in an episode of Futurama; when Leela is running down a lane, carring a package and throws it in to the screen -which is showing mom- smashing it.
Dialogue
- "Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!"
References
- Lee Clow's page about the 1984 ad (http://www.ciadvertising.org/SA/fall_02/adv382j/qwkag/assign2/master.htm) - Creative Director for Chiat/Day advertising agency at the time.
- Folklore.org: 1984, how the famous commercial almost got canceled. (http://www.folklore.org/StoryView.py?project=Macintosh&story=1984.txt)
External links
- The original ad (http://www.uriah.com/apple-qt/1984.html)
- The original commercial (.mov file, 14 MB) (http://www.uriah.com/apple-qt/movies/Apple.1984.mov)
- Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers (http://www.duke.edu/~tlove/mac.htm)
- 'The "1984" Macintosh Ad' by Sarah R. Stein (http://www.uiowa.edu/~commstud/adclass/1984_mac_ad.html)