Apple’s Iconic ‘1984’ Super Bowl Ad: How It Almost Didn’t Happen
On this day 40 years ago, Apple’s first Macintosh went on sale, just two days after being introduced to the world during a commercial break in the third quarter of Super Bowl XVIII. Although “1984” became a cultural phenomenon and a watershed moment for product launches, Apple’s Board of Directors was against it from the start. Here’s how the legendary ad almost didn’t air…
A Dystopian Vision
On January 22, 1984, Apple made a lasting impact on popular culture with its groundbreaking “1984” ad during Super Bowl XVIII. Directed by Sir Ridley Scott and created by Apple’s former advertising agency, Chiat/Day, the 60-second commercial was inspired by George Orwell’s dystopian novel, 1984. The ad took aim at IBM, symbolizing them as a Big Brother-like figure controlling a dystopian future.
The ad opens with an eerie alarm and a group of bald men dressed in gray marching towards a large screen in an industrial hall. A man’s voice emanates from the screen as the men sit down in front of it. Meanwhile, a woman wearing athletic clothing and a white tank top with a Macintosh drawing is being chased by police officers in riot gear, reminiscent of Orwell’s Thought Police. Armed with a sledgehammer, she races towards the men fixated on Big Brother’s speech.
“We shall prevail!” declares Big Brother just as the woman hurls the sledgehammer at the screen. The destruction of Big Brother’s image frees the minds of the men, bringing light back to their faces. The ad concludes with a narrator mentioning the upcoming introduction of Macintosh on January 24th, accompanied by scrolling text that reads, “And you’ll see why 1984 won’t be like 1984.”
Boardroom Disapproval
Despite the ad’s impact on Steve Jobs and Steve Wozniak, Apple’s Board of Directors had a different perspective. After viewing the ad for the first time, board member Mike Markkula suggested finding a new marketing agency and firing Chiat/Day. Other board members shared similar sentiments, with not a single outside member liking the commercial.
Apple CEO John Sculley revealed that the board members looked at each other with dazed expressions, considering it the worst commercial they had ever seen. Sculley even instructed Chiat/Day principal Jay Chiat to sell off the Super Bowl airtime they had purchased due to their “cold feet.” However, Chiat quietly disobeyed and only sold the 30-second slot, claiming it was too late to sell the longer 60-second spot.
A Last-Minute Save
When Jobs informed Wozniak about the ad’s trouble, Wozniak immediately offered to pay $400,000 out of pocket, half of what the airtime cost. However, this gesture proved unnecessary. The executive team ultimately decided to run a 100-day Macintosh advertising blitz, utilizing the already produced “1984” ad and the purchased airtime for the Super Bowl.
By going against Sculley’s instructions, Chiat played a significant role in Macintosh’s success and solidified Apple’s place in history. Apple continued to work with Chiat/Day for TV advertising until 2014.
Conclusion
Apple’s “1984” Super Bowl ad remains an iconic moment in advertising history. Despite initial disapproval from Apple’s Board of Directors, the ad captivated audiences and set the stage for future product launches. The ad’s dystopian theme and powerful imagery resonated with viewers, making it a cultural phenomenon. Today, we can look back on this groundbreaking commercial as a testament to Apple’s innovative spirit and willingness to challenge the status quo.