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Jan 22, On this day 30 years ago, Apple aired a commercial based on George Orwell's dystopian novel "" that turned the advertising and. Jan 22, Its tagline, "Why Won't Be Like " plays on George Orwell's The commercial was also pivotal to Apple as it positioned itself as an. May 24, How Apple's rewrote George Orwell. As the Design A still from Apple's Superbowl commercial, as reproduced in California.
Then on Monday you can ponder along with Matt, Al, Hoda, Steve, Brian, Tom, Dick, and Harry which ones were the cleverest, most outrageous, filthiest, most heartwarming, stupidest, dullest … you name it. What's generally unmentioned in all the palaver is that there really has been only one great Super Bowl commercial, and it's the Macintosh ad.
If you haven't seen it, the commercial begins in gray, with an army of drones marching into an assembly as a Big Brother figure harangues them from a towering screen: She bursts into the assembly and flings the mallet at the screen, unleashing an explosion and a blast of fresh air, as a voice-over reads the text of a product launch scheduled for two days hence: And you'll see why won't be like ' There can be only one "" ad, just as there can be only one Hoover Dam or one Eiffel Tower.
Ten Years After Apple's '': The Commercial and Product That Changed Advertising | News - Ad Age
Everything else is a copy. I made this point four years ago, on the 30th anniversary of the "" ad. Hayden says "" also grew out of the bond between Mr.
Jobs and Chiat Chairman Jay Chiat. It wasn't a cozy relationship-Mr. Jobs constantly threatened to fire the agency-but more a meeting of minds.
They abuse you into doing great things. Jobs tried to change the way the world copes with the computer age.
Apple's Iconic "1984" Ad, 25 Years Later
Murray says the Macintosh marketing plan originated with a newspaper clipping Mr. Jobs saw about the marketing of "Star Wars. Jobs sent out software evangelists like Mr. Kawasaki to convince software developers to write programs for Macintosh.
Microsoft Chairman Bill Gates and other software luminaries pledged support when Macintosh was officially unveiled at Apple's January shareholders meeting. Murray, then Macintosh's marketing director. Feature stories, pitched ahead of time, began appearing in national publications. Apple "secretly funded" development of an independent new magazine, Macworld, Mr. Murray says, by guaranteeing a certain amount of advertising and including cards for trial subscriptions inside Macintosh boxes.
The magazine was later acquired by computer publishing giant International Data Group. Apple followed the airing of the teaser "" spot with product advertising on TV and a page magazine insert. Then the company set-and proceeded to exceed-a goal of selling 50, Macs in days. A star was born. Apple gave birth to Macintosh with the sort of smoke and mirrors that would make Big Brother proud.
Some trickery was necessary, for the original Macintosh had little power, little software, no color monitor and no ability to do letter-quality printing. Apple also had little foresight about who would buy the Mac. Hayden says, engineers viewed Macintosh as a computer that everyone would use.
But everyone wasn't ready to buy inso Apple initially positioned Mac as the computer for "knowledge workers"-Applespeak for business people, professionals and students. But it did capitalize on a trend that emerged in a software application not even envisioned when Apple was preparing the "" spot: The Mac was the first low-price computer with strong graphics capabilities.
The computer, used with Aldus Corp. Ad agencies and companies' in-house art and communications departments soon embraced Macintosh for its graphics abilities, and Apple latched on to a "Trojan horse" strategy in which it hoped one Mac inside an office would create demand for more.
The strategy worked beautifully in ad agencies, where Macs started in the creative department and moved rapidly into production, account services and media to become the agency world's computer of choice.
Desktop publishing, however, also saddled Macintosh with an image as the computer for graphics, not business. The machine has been a success in home and education, and it has taken hold in some large enterprises as well. But business, especially big business, is not an easy sell.
Remembering Apple's "1984" Super Bowl ad
Apple, in attacking Big Brother and IBM, indirectly was attacking the keepers of centralized computers at all companies. Banta, FCB's computer guru.
Today, however, Apple is working with IBM on computer chips and software. It's also selling serious-sounding computers like the Workgroup Server 95 and has found ways for Macintoshes to be on speaking terms with other PCs.
But because of the residual of "" and "Lemmings," Mr. Hayden says, Apple is stuck with the image of a renegade. Hayden says some Apple executives wish the spots had never aired because the image they created conflicts with today's more mainstream Apple. And you'll see why won't be like ' But at Apple we're trying to balance the scales by giving individuals the kind of computer power once reserved for corporations.
Steve Jobs and John Sculley were so enthusiastic about the final product that they " In December they screened the commercial for the Apple Board of Directors. To Jobs' and Sculley's surprise, the entire board hated the commercial.
It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. They are increasingly turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control: Will Big Blue dominate the entire computer industry?