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Macintosh (1984 ad) - During the third quarter
of the January 1984 Super Bowl, Apple Computer introduced the Macintosh
computer with a 60-second Orwellian epic commercial called "1984." The
commercial featured an audience of drones being indoctrinated via a huge
screen that projected the head of Big Brother entity.
"For 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
of contradictory and confusing truths. Our Unification of Thought 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!"
Suddenly, into the hall rushes a young energetic woman being chased by
faceless police goons. As the woman reaches the screen, she stops, then
tosses a sledgehammer like object at the image of the oversized dictator
As the hammer hits the screen and shatters it to pieces, the following message
[with narration] scrolled up the TV screen:
"On January 24th, Apple Computers
will introduce Macintosh. And you'll see why 1984 won't be like '1984'."
The "1984" ad and the heroic female who tossed the hammer, represented
coming change, and proclaimed that old traditional forms of communications are being supplanted by a
new age and a more savvy, more powerful presence, namely the technology of
the Macintosh computer.
The
spot was created by Chiat/Day. Directed by Ridley Scott, it cost $400,000 to produce and $500,000 to
broadcast the one spot.
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