Apple’s symbolic “1984” Super Bowl Advertisement was broadcast this week 41 years ago. A method that rarely happened

41 years ago, Apple’s first Macintosh was released only two days after being introduced to the world during the third quarter of the Super Bowl XVIII. “1984” became a cultural phenomenon and became a turning point for the release of the product, but Apple’s Board of Directors opposed it from the beginning. The methods where legendary ads were rarely aired are as follows …

On January 22, 1984, Apple became a general name as soon as he broadcasted the very popular “1984” ads in Super Bowl XVIII. Ridley Scott IR is the director (the same man behind) alien and Blade runner) The 60 -second advertisement created by Apple’s former advertising agency (chiat/day) was inspired by George Owell novels. 1984I foresee the future of the dystopia controlled by the appearance of a TV older brother (a jab wrapped in IBM veil).

The advertisement begins with the alarm echotone and dozens of bald men in gray clothes walking toward the large screen of the industrial hall. When a man in the march sits in front of it, the ominous voice of a man speaking on a large screen becomes revealed.

On the other hand, a woman wearing athletic clothes and a white tank top with a picture of McKintosh are being chased by four black rioters of Owell’s 1984 novel. 。 When she shakes a huge sledge hammer, she runs towards the man who sticks to his brother’s speech.

Today we celebrate the first glorious anniversary of the information purification order.

We have created a pure ideology garden for the first time in all history. Each worker blooms and can be secured from pests that purify inconsistent ideas.

Unification of our thoughts is more powerful than any fleet or army on earth. We are one, one will, one solution, one cause.

Our enemies have to die themselves, and we fill them with their own confusion.

We win!

Just before getting caught by the police, she “We will win!” The destruction of the brother releases the hearts of the man who is watching when light returns to their face.

The 60 -minute advertisement has 8 seconds left, so the narrator ends by referring to Macintosh and scrolling the following black text:

On January 24, Apple Computer introduces Macintosh. And you will see why 1984 would not be like 1984.

After that, the screen fades in black and the Rainbow Apple logo is displayed.

How “1984” rarely happened

When Steve Jobs first saw the ad at an internal meeting with Chiato/Day, his first reaction was, “Oh, CEO John Skly, said to Business Insider. Steve Wosniac was. He shared the same opinion and said, “It is better than the trailer in science fiction.” However, Apple’s Board of Directors had a very different idea.

After seeing it for the first time, Mike Mark Kura, a member of the Board of Directors, suggested to find a new marketing agency and dismiss chiat/day. According to Skly, the other members of the Board had similar opinions. “Others looked at each other and looked at their faces. Most of them felt it was the worst commercial I’ve ever seen. The outside officers like it. There were no people.

After obtaining “cold legs”, Skurry instructed Jay Chiat, the principal of Chiat \ Day, to sell the air time of the purchased super bowl, but chiat quietly hated it. At that time, they had two slots. In the third quarter, it is a 60 -second ad and a short version of 30 seconds in the second half of the game. CHIAT sold only for 30 seconds, and said that it was too late to sell more extended spots in Sculley, when they didn’t even try it.

When Jobs told Woz that he was in trouble, he immediately offered to pay from a $ 400,000 pocket. This was half of the advertising broadcast time. “Well, if you do so, I will pay half.”

This turned out to be unnecessary. The executive team has finally decided to run a 100 -day Macintosh Advertising Blitz. They were already paid to produce the “1984” and stuck on the broadcast time, so the Super Bowl advertisements proceeded to launch a campaign.

By opposition to Sculley’s instructions, the CHIAT helped to play an important role in strengthening Macintosh’s success and historical company. Until 2014, Apple continued to use CHIAT/Day for television ads.

One of my favorite stories.