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Personal "PC" Computers

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

1984 Macintosh Super Bowl Ad

1984 Macintosh Super Bowl Ad

1984 Macintosh Super Bowl Ad

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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